Storytelling through women's magazines of years past
A few months ago, I was sitting in a coffee shop in New York City, and happened to overhear a conversation between two VCs at a neighboring table. One of them had recently purchased the rights to a French home-goods label that had been defunct for over a century.
He was eagerly explaining his grand plan, to create a ghastly Franken-brand that combied the French label's "legacy" with "the same supplier in China who makes Parachute's stuff," and generally just going on and on about how this sort of thing was a "sure bet" these days, in today's consumer milieu.
Some things never change, I suppose!
It's always good to remember how marketers pull us in with fluff advertising. Even people like myself who work in the industry can be taken in by advertising.