A study by research giant McKinsey found the average lifespan of companies listed in Standard & Poor's 500 is less than 18 years. And it believes that, in 2027, 75% of the companies currently quoted on the S&P 500 will have disappeared.
It can be challenging for brands to maintain relevance and success. However, some brands have survived and thrived for over a century. These iconic companies have weathered economic downturns, changing consumer preferences, and intense competition to emerge as enduring symbols of quality and trust. Today, we'll explore the stories behind five 100-year-old brands thriving in the 21st century: Coca-Cola, L.L. Bean, Carhartt, Harley-Davidson, and See's Candies.
1. Coca-Cola
History and Legacy
Coca-Cola, one of the most recognized brands worldwide, was founded in 1886 by Dr. John S. Pemberton in Atlanta, Georgia. What started as a medicinal tonic has grown into a global beverage giant. The brand's signature red and white logo and refreshing taste have made it a staple in households and restaurants worldwide.
Why It Thrives
Coca-Cola's success lies in its ability to innovate while staying true to its core identity. The company has continuously expanded its product line to include a variety of beverages, from sodas to energy drinks and flavored waters. Coca-Cola's marketing strategies, such as family-friendly advertisements and sponsorships of major events like the Olympics, have kept it relevant across generations. Its commitment to sustainability and community initiatives also resonates with modern consumers.
2. L.L. Bean
History and Legacy
L.L. Bean was founded in 1912 by Leon Leonwood Bean in Freeport, Maine. The company started by creating the Maine Hunting Shoe, a waterproof boot that quickly gained popularity. Today, L.L. Bean is known for its high-quality outdoor gear and apparel.
Why It Thrives
L.L. Bean's success is rooted in its dedication to quality and customer satisfaction. The brand's lifetime guarantee on products has built a loyal customer base. L.L. Bean's focus on sustainability and environmental stewardship appeals to eco-conscious consumers. Additionally, the company's ability to blend tradition with modernity in its product designs ensures that it remains relevant in the competitive outdoor apparel market.
3. Carhartt
History and Legacy
Carhartt was established in 1889 by Hamilton Carhartt in Detroit, Michigan. Originally catering to railroad workers, the brand became synonymous with durable and rugged workwear. Over the years, Carhartt has expanded its product range to include clothing for various industries and everyday wear.
Why It Thrives
Carhartt's commitment to durability and functionality has earned it a loyal following among workers and outdoor enthusiasts. The brand's ability to adapt to changing fashion trends without compromising quality has helped it attract a broader audience. Collaborations with designers and influencers have also contributed to keeping Carhartt's products in demand.
4. Harley-Davidson
History and Legacy
Harley-Davidson was founded in 1903 by William S. Harley and Arthur Davidson in Milwaukee, Wisconsin. The brand quickly became an icon of American motorcycle culture, known for its powerful engines and distinctive designs.
Why It Thrives
Harley-Davidson's success is built on its strong brand identity and community. The brand's emphasis on freedom, adventure, and individuality resonates with motorcycle enthusiasts. Harley-Davidson has also embraced technological advancements, such as electric motorcycles, to appeal to a new generation of riders. The company's extensive dealer network and dedicated customer base ensure ongoing brand loyalty.
5. See's Candies
History and Legacy
See's Candies was founded in 1921 by Mary and Charles See in Los Angeles, California. The brand became famous for its high-quality chocolates and confections in iconic black-and-white boxes.
Why It Thrives
See's Candies' dedication to quality ingredients and traditional recipes has made it a favorite among candy lovers for over a century. The brand's nostalgic appeal and consistent product quality have built a strong emotional connection with customers. See's core values of taste, quality, tradition, and service were named as the basis of its success. Seasonal offerings and gift options have helped See's Candies remain popular for holidays and special occasions.
Storytelling is a common theme seen throughout these historic brands. Their enduring success is a testament to their ability to captivate a global audience while staying true to their core values. They have navigated the challenges of changing markets and consumer preferences by focusing on quality, authenticity, and customer satisfaction. As they continue to evolve, these iconic brands inspire us with their rich histories and bright futures.
If you want to build a brand that will last the test of time, schedule a consultation with Robyn & Robyn today.
