Why Iconic Brands Struggle With Innovation

Emphasising a product’s heritage can be a powerful marketing tool. Think of brands like Coca-Cola or Converse’s Chuck Taylor All Star sneakers.

But the strategy could have a big drawback, according to research . When a brand emphasises its past, customers are less likely to buy its updates and innovations. A food company that heavily promotes its classic recipe, for instance, could have a tough time getting customers to buy a new variation on the product. The reluctance is particularly strong if people think the brand has stood the test of time and is authentic the way it is.

When you change an original product, it challenges why many people like the product in the first place, says Rosanna Smith, an associate professor at the University of Illinois Urbana-Champaign and one of the paper’s co-authors.

“We call it the curse of the original, and the question is how to update a product that is considered an icon without enraging your customers,” says Smith.

The shock of the new

In one part of the study, 418 participants read about a fictional hand-cream company and its top lotion. Participants were either told the company was established in 1917 with “deep roots in the old world French apothecary” or that it was established in 2017. Then the participants were either told the hand lotion was developed when the company was founded or was a new and improved version of the original.

All participants tried the same lotion and rated it on a nine-point scale, with nine being most favourable. When it came to the 1917 company, people rated the classic formula much higher than the new one: The original got a 6.68, while the new one averaged only 6.09. In other words, people didn’t like a venerable brand that tried to innovate as much as a brand that stuck to its roots.

Meanwhile, participants who were told the company started in 2017 rated the original and improved hand creams similarly.

“One big limitation of heritage branding is that it makes it harder to innovate,” says Smith. “But there are ways to lessen the effect.”

Back to basics

For instance, in another experiment, 602 participants read about Fratellino, a fictional Italian-food brand launched in 1911 when founder Martina Fratellino began selling tomato sauce from her front porch. The participants were told the brand would be improving its original tomato-sauce recipe.

The people were then divided into three groups. The control group was told the company was proud to introduce the new formula. The second group was told the new sauce was a bold departure from the original recipe, while the third was told the change was inspired by traditional techniques Martina used to create her tomato sauce in 1911 and that the change was a return to the company’s beginnings.

The authors found that participants in the control group rated the new tomato sauce less favourably than the original, giving it a score of 6.0, compared with 7.2 for the original. Simply doing something novel hurt the tradition-heavy company. The new product did even worse among people who heard that it was a bold departure: The new item got a 5.57, compared with 7.19 for the original.

But in the third group, where the change was framed as grounded in the product’s origins, the scores for the original and new tomato sauces didn’t significantly differ.

“Stressing the connection to the brand’s origins may have made the update seem more authentic,” says Smith.

Millennial women’s wealth is outpacing men’s as a new generation inherits and grows their assets at a wider scale than ever before, according to RBC Wealth Management.

In a survey of roughly 2,000 men and women with at least $1 million in investable assets, millennial women respondents had an average of $4.6 million, compared with $3.8 million for women of all age groups and $4.5 million for all men.

Inheritance is one part of the picture, as baby boomers are expected to transfer $124 trillion to the next generation, but so is the progress millennial women have made in the world of business, investment and lucrative professional careers as they close the gap with men.

“Millennial women are catching up, or have outpaced the males as far as their wealth building,” said Angie O’Leary, head of wealth strategies at RBC. “We know that’s coming from a more diversified set of investments, such as entrepreneurship, real estate and of course, investments [in financial markets].”

Millennial women, now in their 30s and 40s, tend to differ from earlier generations of women more than they do from men in terms of their source of wealth. While investments were the largest driver of wealth across all categories, millennial women cited business ownership, innovation, and executive roles far more than Gen X or boomer women.

More than 60% of millennial women cited business ownership and more than 40% mentioned executive roles, but neither exceeded 22% for either Gen Xers and Boomers. Younger women also grew their fortunes from professional sports or arts 39% of the time, compared with just 6% and 1% for Gen Xers and Boomers, respectively.

In terms of inheritance, the gap between generations was smaller. About 37% of men and 35% of women cited family money as a source of wealth overall, breaking down to 44% of millennials, 30% of Gen X and 33% of boomer women.

With women controlling so much wealth, their spending and investments as a group are evolving and extending into areas previously considered stereotypically male such as real estate, cars and watches, O’Leary said. “Women are starting to look a lot like their male counterparts when it comes to investments, real estate, philanthropy,” she said. “That’s a really interesting emerging female economy.”

In real estate, for example, single women made up 20% of home buyers in 2024 up from 11% in 1981, when the National Association of Realtors began tracking the data. By contrast, single men make up 8% of the market and have never exceeded 10%, according to NAR.

While men and women shared largely similar priorities overall in terms of well-being, relationships, legacy and personal drive, younger generations of women were successively more likely to value drive and personal power, and successively less likely to rank relationships and social bonds—though that could also be a function of age and stage of life.

“This generational shift suggests evolving societal norms and responsibilities, where younger women seek personal achievements, while older cohorts value nurturing connections and community stability, affecting their financial and lifestyle choices,” the report said.

Why Iconic Brands Struggle With Innovation

When a company markets its product’s long, iconic heritage, consumers are reluctant to buy a new variation

The shock of the new

Back to basics

A survey of people with at least $1 million in investable assets found women in their 30s and 40s look nothing like older generations in terms of assets and priorities