Using Brand Legacy to Drive Innovation

How A&W Restaurants, EY, Pepsi, and other brands use their storied history to energize consumers and keep up with the pace of change

By Matthew Schwartz

Many brands strive to rise above the clutter. However, it may be a tougher hill to climb for marketers working at brands with well-established histories. Here's how brands such as A&W Restaurants, EY, Pepsi, and Ringling Bros. and Barnum & Bailey use their legacies to drive innovation and change.