Innovate Or Die: The Choices Legacy Brands Must Make

December 11, 2020

Suitcases, eyeglasses, razors, mattresses. While these products aren't new to the market, an explosion of direct-to-consumer entrants have brought disruption to these categories and the legacy brands within them. So why would a 150-year-old brand jump into the clutter and make a new play for market share? Simmons (Serta Simmons Bedding LLC) threw out the rule book and blew up its brand across every level – including product design, pricing, packaging, retail channels, brand identity, and advertising – to re-launch its oldest mattress brand on the newest social platforms to the youngest purchasers. The reimagined Simmons is an experiment in legacy brand innovation, and survival. Learn how radical creativity is the right path forward for legacy brands.