Hey there,

We’re living in the age of nostalgia, or at least, that’s what it feels like. If you were born in the '80s or '90s, chances are that by 2025, you’ve already seen at least ten remakes or sequels of the movies you grew up watching. And that’s not even counting the comeback of specific aesthetics, like the synth-heavy vibes of '80s music or the return of low-rise jeans from the 2000s.

After reliving all this, it’s hard to shake off the feeling that “there’s nothing new anymore.” But is that actually true? Especially when we’re surrounded by constant innovation. Maybe the platforms change, but the content stays the same?

If we stick with the examples above, it’s easy to say that fashion is cyclical, and history is full of trends that fade out and then come back around years later. Same goes for movies, when you look at franchise data, remakes and sequels have always been part of the game.

But those takes often leave out some of the unique aspects of what’s happening now. Take ultra-fast fashion and micro-trends, for example. They’re pushing us to constantly recycle and toss out styles. Or consider how algorithms are now calling the shots in industries like entertainment, where taking risks is seen as too costly, so companies keep playing it safe with familiar stories.

Sure, we have a habit of romanticizing the past. We fall into the trap of thinking “everything used to be better,” and we naturally gravitate toward anything that reminds us of the “good old days.” But what happens when the old becomes new again, not just a nostalgic remake wrapped in shiny packaging, but something truly reinvented?

My favorite example of this is marketing storytelling. As media evolved (from one-way communication to two-way engagement), brands had to rethink their narratives. But they didn’t ditch their storytelling principles; they just found new ways to bring them to life.

Some of my favorite examples from brands I’ve used all my life include:

Nike “Just Do It” Evolution

• Then: Nike’s early storytelling was all about athletic performance and product superiority.

• Now: Today, Nike weaves in themes like social justice and personal triumph. Think of the Colin Kaepernick ad, it positioned Nike as a brand that stands for resilience and activism.

Coca-Cola “Share a Coke” Campaign

• Then: Coca-Cola’s messaging focused on universal happiness.

• Now: With “Share a Coke,” they personalized the experience by printing people’s names on bottles, turning a simple product into a shared moment between friends and family.

LEGO Creativity Through Storytelling

• Then: LEGO used to highlight product features and educational value.

• Now: The brand taps into imagination and storytelling through movies, social media, and interactive campaigns that fuel creativity.

At first glance, these might look like total rebrands. But when you take a closer look at their old campaigns, the same storytelling structure and core values are still there. What’s changed is how they approach their audience, adapting to the values and expectations of new generations.

This kind of reinvention isn’t limited to marketing. Take Studio Ghibli, for example. They’ve stayed true to their core themes over the years, but each film tells a new story with a fresh perspective.

I like to come back to these examples because they show that it is possible to create something new without losing your (brand) identity. You can stay rooted in who you are and still find new ways to tell your story.