In today’s crowded marketplace, most brands are racing against the clock. And it makes sense. When the average consumer’s attention span lasts just a few seconds, speed almost feels like survival. Launch fast, post often, stay visible.
But in the rush to be everywhere, many brands end up nowhere: forgettable, replaceable, and lost in the noise.
So how is it that brands like Chanel continue to endure? How do they remain not just visible, but iconic?
In this blog, we’ll explore how timeless brands win not by chasing trends, but by investing in something deeper: heritage, craftsmanship, and narrative. Because in the long game of brand building, it’s not speed that wins; it’s substance.
Legacy Over Likes: The Chanel 2.55 Case Study
In February 1955, Coco Chanel introduced a handbag that wasn’t designed to grab headlines or chase trends. The 2.55 wasn’t a product launch; it was a personal statement stitched into leather.
Every element of the bag told part of her story:
- The diamond quilting echoed the jackets worn by stable boys from her childhood.
- The chain strap was inspired by the belts of nuns in the convent where she was raised.
- The hidden zipper compartment was for storing love letters.
- The burgundy lining matched the colour of her school uniform, a subtle nod to her past.
None of these choices was dictated by a marketing brief. They were deliberate, deeply personal design decisions. This was craftsmanship as an autobiography: functional, beautiful, and full of meaning.
And it worked, not through virality or ad spend, but through emotional storytelling.
Seventy years later, the 2.55 is still beloved, collected, and reinterpreted, and its story still lives on.
That is the power of brand legacy. When a product carries truth and intention, it doesn’t need to scream. It simply lasts.
The Illusion of Speed vs the Reality of Timelessness
In today’s hyperconnected world, many brands confuse motion with meaning. They chase speed: rapid product cycles, flashy campaigns, constant launches. The goal? Stay visible. Stay loud.
But here’s the truth:
Visibility is not the same as value.
You can flood the feed with content. You can hijack trends and ride the algorithm. But if your brand lacks depth, it will not last. Loudness without substance fades quickly, and often painfully.
Take Peloton. During the COVID-19 pandemic, it became a cultural phenomenon. Its bikes were more than just fitness equipment; they symbolised wellness, status, and digital community. But as the world reopened, demand slumped. Recalls hit. The narrative ran dry. Despite having a strong identity, Peloton had been tethered to a moment in time, and when that moment passed, so did its momentum.
The lesson?
You might dominate for a season based on relevance alone. But without forging emotional connection and long-term meaning, your brand will vanish as quickly as the trend it rode in on.
