How do legacy brands stay relevant to younger audiences? The ones doing it well don't pretend to be startups. They work out which parts of their history still have value and give a new generation a reason to care about them. We talk a lot about challenger brands, but this time we're flipping it: what if you're the brand that's been around for more than fifty years? Gap is having a real moment, from its KATSEYE campaign to a return to denim, music and dance. As brand strategist Rachel Moore points out, Gap isn't chasing nostalgia for its own sake. It's going back to what made Gap, Gap.

We also dig into The Legacy Brand De-Aging Playbook by Brooke Yoakam at The Brand Blueprint, which shows how differently legacy brands can pull this off:

• New Balance leaned into its "dad shoe" reputation just as culture caught up

• Stanley spotted a whole new audience falling for the Quencher and built around them

• Gap went back to its roots in denim, music and dance

The question worth stealing for any legacy brand: could the thing people think is dated actually become your differentiator?

📖 Read The Legacy Brand De-Aging Playbook: https://thebrandblueprint.substack.com/p/the-legacy-brand-de-aging-playbook

👤 Follow Rachel Moore on LinkedIn for more on brand positioning: https://www.linkedin.com/in/rachelpollardmoore/

Connect with us:

If you'd like to book The Marketing Update hosts for consultancy work, email hello@themarketingupdate.co.uk

Find us on LinkedIn: Emma and David

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Follow us on LinkedIn: https://www.linkedin.com/company/the-marketing-update-podcast

Hosted on Acast. See acast.com/privacy for more information.

Black Friday is coming! Should B2B companies run Black Friday campaigns? In this episode, Emma and David unpack why Black Friday is designed for impulse purchasing, and why that clashes with long sales cycles, procurement processes, and premium positioning. Then they share their B2B Black Friday playbook, built around four pillars:

• Engagement: re-engaging cold leads and prospects who said you were too expensive

• Loyalty: rewarding existing customers with exclusive access, extended terms, or IRL events

• Culture: using the moment to show off employee wellbeing and sustainability (think REI's #OptOutside)

• Community: giving back to creators, marketplaces, and causes your customers care about

Plus: a quick checklist to decide whether your business should take part in Black Friday at all.

Useful links:

https://www.reddit.com/r/b2bmarketing/comments/1o75xih/comment/njpdlvv/

https://web.archive.org/web/20251119144803/https://thedrum.com/opinion/black-friday-isn-t-just-b2c-how-b2b-brands-can-get-involved

https://www.coredna.com/blogs/b2b-sales-promotion-strategy

https://www.instagram.com/p/DCpC6xFO95D/

https://www.inc.com/jason-aten/patagonias-5-word-explanation-of-why-its-closing-its-stores-giving-employees-a-week-off-is-best-ive-seen-yet.html

https://group.dhl.com/en/media-relations/press-releases/2025/dhl-reveals-black-friday-trends.html

https://blog.hubspot.com/marketing/10-examples-of-effective-re-engagement-emails

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Find us on LinkedIn: Emma and David

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Follow us on LinkedIn: https://www.linkedin.com/company/the-marketing-update-podcast

Hosted on Acast. See acast.com/privacy for more information.

LinkedIn just turned 23, 10,000 people are applying to jobs every minute and vertical videos are here to stay. This episode, David and Emma break down what LinkedIn is actually good for right now. They take you through the jobs, feed, and ads, digging into the bigger shifts: the rise of personal posting, "this looks like AI slop" button (yes, really), and why carousels still reign supreme as the platform's top-performing format.

They also get into the "loop, not funnel" approach to LinkedIn ads, why organic company page reach has cratered to basically nothing, and whether the platform's TikTok-ification is a genuine cultural shift or just an algorithm chasing engagement. If you're building a personal brand, running B2B ads, or just trying to figure out if LinkedIn is worth your time in 2026, this one's for you.

Useful Links:

https://creators.instagram.com/blog/instagram-trial-reels?locale=en_GB

https://www.linkinbio.news/p/do-you-have-a-trial-reels-strategy

https://www.socialmediatoday.com/news/snap-posts-modest-q2-user-and-revenue-increases/826907/

https://www.adnews.com.au/news/snap-reports-better-momentum-in-advertising

https://www.marketingdive.com/news/behind-reddit-and-youtubes-roles-in-ai-visibility/827313/

https://members.linkedin.com/creators

https://www.leverdigital.co.uk/post/12-linkedin-ad-stats-you-need-to-know

https://calendly.com/resources/webinars/masterclass-cold-to-closed/thank-you

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Find us on LinkedIn: Emma and David

Hosted on Acast. See acast.com/privacy for more information.