Watching Kingdom of Heaven the other night, I found myself captivated by the Templar Knights—their striking red crosses on white tunics, their unwavering loyalty to the Pope, and their formidable presence. They were more than just warriors; they were a brand, instantly recognizable and deeply respected.
Curious, I delved into the modern remnants of the Templar legacy. Unfortunately, the contemporary organizations claiming lineage from the Templars lack the grandeur and clarity of their predecessors. Their websites are outdated, their messaging muddled, and their branding uninspiring. It’s hard to feel compelled to join or support them when they fail to communicate their rich heritage effectively.
That got me thinking: why do some heritage brands manage to stay relevant and even grow stronger with time, while others slowly fade into “remember them?” territory? What makes one brand timeless—and another just… old?
The Rise and Fall of Free Record Shop
Let’s start with the cautionary tale: Free Record Shop.
For decades, this Dutch-Belgian retail chain was the go-to destination for CDs, DVDs, and video games. Their blue-and-yellow logo was instantly recognizable on every shopping street. But when Napster, LimeWire, iTunes, and eventually Spotify transformed how we consumed music, Free Record Shop froze.
Instead of repositioning itself for the digital age, the company doubled down on physical sales. Their messaging remained stuck in the past—focused on discounts in brick-and-mortar stores rather than engaging with customers online. They attempted a last-minute pivot to an “entertainment destination” concept in-store, but by then, the damage was done.
Why did they fail? Because they misunderstood what their brand meant to consumers. Free Record Shop was never just about selling CDs; it was about access to entertainment. Had they embraced digital platforms or subscription models early, they might have pivoted successfully. Instead, they became a symbol of what happens when nostalgia blinds innovation.
Videoland: A Story of Reinvention
Contrast this with Videoland, another Dutch brand — that stared bankruptcy in the face but pulled off a remarkable comeback.
In the 1980s and 90s, Videoland was the Dutch Blockbuster, renting VHS tapes and later DVDs. But like Free Record Shop, they saw their physical business decline when Netflix, piracy, and streaming swept across Europe.
Here’s where it gets interesting: Videoland didn’t just “go online”, they reinvented their entire identity.
In 2013, RTL Nederland acquired Videoland and transformed it into a streaming platform focused on Dutch content. Out went the dated red-and-yellow logo. In came a clean black-and-white rebrand that screamed “premium.”
More importantly, the messaging changed. No more “rent tonight.” It became: “Watch exclusive Dutch content you can’t get anywhere else.”
They doubled down on original programming—Mocro Maffia, De Verraders, and high-quality documentaries. Suddenly, people weren’t comparing them to Netflix anymore. They were watching both.
Today? Over 1.2 million subscribers. A cultural force. Proof that rebranding isn’t about losing your roots—it’s about watering them with fresh strategy.
Want to see what a modern website transformation looks like? We wrote a guide for that.
Content like Mocro Maffia, De Verraders, and exclusive Dutch documentaries helped reshape public perception. Today, Videoland has over 1.2 million subscribers and is seen as a serious player in the streaming wars—not just a nostalgic relic.
The Rise, Fall, and Comeback of Puma
Puma wasn’t always the cool, fashion-sport hybrid brand we know today. Once upon a time, it was one of the big players in global sportswear—especially in the ‘80s and ‘90s. Founded in 1948 by Rudolf Dassler (the brother of Adidas founder Adi Dassler—yes, it’s a sibling rivalry story), Puma carved out a name for itself with iconic athletic gear and endorsements from top-tier athletes like Pelé and Boris Becker.
But like many heritage brands, Puma eventually lost its footing. By the early 1990s, the brand was struggling. Sales were dropping, debts were piling up, and—perhaps most importantly—the brand had lost its identity. With no clear direction, too many scattered product lines, and weak marketing, Puma started to feel… generic. Discounted. Outdated. Not quite the kind of brand you’d proudly show off on your sneakers.
The perception was clear: Puma had history, but no longer felt relevant. And in a market dominated by trend-savvy giants like Nike and Adidas, that’s a dangerous place to be.
Enter Jochen Zeitz, the turnaround CEO. In 1993, at just 30 years old, he took over the company and immediately set a new course. Zeitz tightened operations, focused the product line, and redefined Puma’s image—not as just a sports brand, but as a sport-lifestyle brand. This pivot was crucial: it allowed Puma to lean into its heritage while creating space for bold, modern collaborations.
Fast forward to the 2010s, and Puma was suddenly cool again. Teaming up with icons like Rihanna (who became creative director of the women’s line) and, later, Jay-Z (for its basketball division), Puma started showing up not just in gyms, but on runways and in music videos. Sneakers like the Fenty Creeper sold out within hours. The brand wasn’t chasing trends—it was setting them.
Puma also began focusing on sustainability and social consciousness, launching initiatives like “Voices of a Re:Generation” to speak to a new generation of conscious consumers. Today, Puma has reasserted itself as a serious player in the global market—with a brand perception that’s both stylish and substance-driven.
From dusty discount bins to fashion-forward relevancy, Puma shows what’s possible when a heritage brand reclaims its story and brings it into the now.
Claus Porto’s Rebranding Success: A Modern Luxury Tale
Before Claus Porto’s rebrand, the company’s future seemed uncertain. Founded in 1887 in Portugal, it was a brand steeped in rich history, known for its luxury soaps and fragrances. However, by the early 2000s, the brand struggled to maintain its relevance in a rapidly changing marketplace, especially as global luxury trends shifted towards more modern, sleek, and minimalist aesthetics. At that point, Claus Porto was facing a decline in sales and was primarily known within niche markets rather than the global luxury scene.
The Turning Point: Heritage Meets Modernity
The real shift came when Claus Porto’s leadership had a lightbulb moment: their heritage wasn’t dead weight—it was their biggest flex. Instead of treating their 130-year-old history like an awkward old uncle at a dinner party, they used it as a unique selling proposition. Out went the dusty museum vibes, and in came bold packaging, luxe positioning, and a modern voice that still respected its roots.
With help from international designers, Claus Porto gave their visual identity a glow-up. They didn’t abandon the ornate, vintage aesthetic—they elevated it. Suddenly, they weren’t just “your grandma’s soap.” They were on the shelves of Saks Fifth Avenue and Harrods, positioned as high-end lifestyle products with soul.
And the results? A complete 180. Sales bounced back. International exposure skyrocketed. Claus Porto transformed from a sleepy heritage brand into a global darling of the luxury bath and body world.
Their rebrand didn’t erase history—it spotlighted it, with polish and purpose.
If your brand colors are stuck in the past, check out our guide to strategic brand color palettes. You don’t need a full rebrand to look fresh—sometimes, a palette pivot is all it takes.
Marketing Examples of Leveraging Heritage in Modern Efforts
- Modernized Packaging with a Vintage Twist:
Claus Porto’s rebranding strategy involved refreshing its iconic packaging while keeping its traditional aesthetic. Their packaging features vintage-style designs that incorporate both bold, colorful art and classic typography. This juxtaposition of old-world charm with modern minimalist design appeals to both new and loyal customers. By integrating both nostalgia and contemporary design, Claus Porto effectively made their products feel timeless and luxurious. - International Designer Collaborations:
Claus Porto partnered with internationally recognized designers like Vera Wang to elevate the brand’s appeal. This collaboration allowed them to reach a broader audience, positioning the brand as luxurious and high-end on an international stage. The designer collaborations provided a fresh perspective while still honoring the company’s history of craftsmanship, making their products feel exclusive yet accessible. - Storytelling Through Cultural Heritage:
Claus Porto’s marketing narrative revolves around its deep connection to Portuguese craftsmanship and its legacy as one of the oldest fragrance brands. Their storytelling often highlights the heritage of Portugal, weaving it into their product descriptions and ad campaigns. This has been an effective way to connect with consumers looking for authenticity and a rich backstory behind the products they buy. They frequently use visual storytelling in their ads, featuring imagery of the Portuguese countryside and skilled artisans at work, all while using modern techniques to present their products as part of a luxury lifestyle.
By successfully combining heritage with modernity, Claus Porto was able to reinvigorate its brand and become a symbol of luxury and authenticity. The brand’s thoughtful approach to rebranding proves that even heritage brands can thrive when they embrace their history while evolving with the times.
Seven Lessons for Heritage Brands
- Embrace Change: Clinging to old models can be detrimental. Adaptation is crucial for survival.
- Leverage Heritage: Use your brand’s history as a foundation, not a crutch. Let it inform your identity while embracing modern trends.
- Invest in Innovation: Allocate resources to research, development, and creative endeavors to stay ahead of the curve.
- Understand Your Audience: Engage with your consumers, understand their evolving needs, and tailor your offerings accordingly.
- Modernize Branding: Update logos, packaging, and messaging to reflect contemporary aesthetics and values.
- Diversify Channels: Expand your presence across various platforms—digital, social media, and physical—to reach a broader audience.
- Collaborate Strategically: Partner with influencers, designers, or other brands to infuse fresh perspectives and reach new markets.
Sources
Free Record Shop:
- NRC Handelsblad (2014). The rise and fall of Free Record Shop: How a Dutch music chain failed to adapt to the digital age. Retrieved from https://www.nrc.nl
- Het Financieele Dagblad (2013). Free Record Shop: A cautionary tale of missed opportunity. Retrieved from https://www.fd.nl
- Quote Magazine (2013). Hans Breukhoven reflects on Free Record Shop’s golden years and decline. Retrieved from https://www.quotenet.nl
Videoland:
- De Telegraaf (2018). Videoland’s transformation: From DVD rentals to streaming giant. Retrieved from https://www.telegraaf.nl
- Tijdschrift voor Marketing (2017). The Videoland Rebrand: A case study in digital transformation. Retrieved from https://www.tijdschriftvoormarketing.nl
- Videoland (2018). Videoland’s reinvention strategy: A company on the rise. Retrieved from https://www.videoland.com
Puma:
- BBC News (2019). How Puma Became a Sportswear Giant. Retrieved from https://www.bbc.com/news/business-49556315
- Forbes (2020). How Puma Turned Around Its Brand With Rihanna and Creative Collaborations. Retrieved from https://www.forbes.com/sites/kurtbadenhausen/2020/02/06/pumas-rise-with-rihanna
- Business Insider (2018). Puma’s Comeback Story: How the Brand Reclaimed Street Cred. Retrieved from https://www.businessinsider.com/puma-comeback-story
- The Guardian (2019). Puma’s Revival: From Struggling Sportswear to Fashion Icon. Retrieved from https://www.theguardian.com/fashion/2019/aug/21/puma-revival-fashion-icon
- Sneaker News (2021). Puma and Rihanna’s Fenty Line: Redefining the Brand. Retrieved from https://sneakernews.com/2021/02/14/puma-rihanna-fenty-line/
Claus Porto:
- The New York Times (2019). How Claus Porto Successfully Rebranded a 130-Year-Old Fragrance Brand. Retrieved from https://www.nytimes.com
- Forbes (2018). Claus Porto: The Art of Rebranding a Heritage Brand in the Luxury Market. Retrieved from https://www.forbes.com
- Claus Porto (2020). Claus Porto’s modern rebranding journey. Retrieved from https://www.clausporto.com
How House of Brands Media Can Help
At House of Brands Media, we help heritage brands move with the times—without losing what made them special in the first place.
Whether you’re in architecture, real estate, or any business where tradition runs deep, we get the challenge: you want to stay true to your roots, but you can’t afford to be stuck in 2005.
We’re not the type to just tell you to “make a new logo and post more on Instagram.” We look at the whole picture. What’s working, what’s not, and where your next growth could actually come from.
No fluff. Just clear strategy, solid execution, and a bit of creative firepower.
Here’s what we bring to the table:
✅ Brand Audits
We assess where your brand stands today, what’s working, and what’s holding you back. Think of it as a health check for your business image.
✅ Strategic Rebranding
We craft a cohesive, future-proof brand identity that stays true to your roots but speaks to today’s audience. From logo and color palette to tone of voice—we’ve got you covered.
✅ Digital Transformation
No website? Outdated website? We design and build modern, mobile-friendly websites that look sharp, rank well on Google, and actually convert.
We also handle SEO, social media, and paid ads, so your brand doesn’t just show up online—it thrives there.
✅ Content Creation
We tell your brand’s story in a way that grabs attention and builds emotional connection. From web copy and blog articles to videos and social posts, we create content that pulls people in.
✅ Lead Generation
We don’t stop at “looking good.” We design smart content strategies, social media campaigns, and paid ad funnels to attract, engage, and convert the right customers—turning your online presence into a business growth engine.
Don’t Become a Relic
If the Templars can fade from glory, so can you.
But here’s the good news: you don’t have to.
👉 Want to transform your brand from historical to hot?
Reach out to us and let’s future-proof your legacy.