Why Heritage Brands Slowly Fade (And How to Save Them) – Michael Koenig
About this episode
Michael Koenig discusses the decline of heritage brands and offers strategies for revitalization.
What causes iconic brands to slowly lose relevance — even when they’ve existed for over 100 years? In this episode of The Unified Brand Podcast , we’re joined by Michael Koenig , award-winning design leader and founder of Michael Koenig Design , who has led global design for heritage brands including Bang & Olufsen, Royal Copenhagen, and Wedgwood . Michael shares why many legacy brands don’t fail overnight — they slowly slip into irrelevance through structural issues, cultural misalignment, and short-term thinking. We explore how heritage brands can reconnect with their history, modernize their product strategy, and build the internal culture required to deliver great design consistently. Michael also breaks down the five-step framework he uses to help heritage companies regain momentum and create future-ready brand experiences. If you're a founder, brand leader, or marketer working with established brands , this conversation reveals the hidden problems that quietly erode brand value — and what to do before it’s too late. In this episode: Why great design often fails inside organizations The culture problem holding design teams back Why heritage brands slowly lose relevance…
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