How to Leverage Nostalgia-Based Marketing in a Coronavirus World

Keeping brand identity at the front

Bill Murray wears a bike helmet and rides a bike with a helmet-wearing groundhog in the basket
Jeep brought back Bill Murray's character from Groundhog Day for the Super Bowl. Jeep

Nostalgia marketing is all the rage, and it will continue to be a popular approach for years to come—especially as the world wrestles with the coronavirus pandemic. Why? Nostalgia takes us back to the past. It’s familiar and certain, which enables it to fulfill a core psychological need for security.

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Collette Eccleston is svp of the Pragmatic Brain Science Institute at LRW.