By respecting their roots as they evolve, businesses are learning to embrace their legacy while appealing to the public audience.
For brands with strong roots and rich heritage, expanding while resonating with local resonance is a balanced act.
A survey by Group M and Mindshare shows that half (52%) of consumers believe that all different community values in the UK should be represented by advertising, while 39% of consumers are more likely to buy from brands that truly showcase the UK's various sectors.
The marketing director for Helena Wright's Hull-based Jacksons Bakery explains the company will take on the acquisition of family-owned bakery brand Lottie Shaws in a strategy of “not too far away” from its origins.
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