this is great sam! Came back to this one as Im currently in the midst of writing a dissertation linking Boym's ideas on nostalgia with a Paolo Sorrentino film and Diego Maradona. Definitely agree nostalgia should be a cultural cradle of unity which binds people together (and gives them hope) rather than a mere "look at this playful spin on our retro 3rd kit from the '80s when we got to the semi of the cup". Every club seems to shoehorn a 'nod-to-our-heritage' line at every other comms moment. Will be interesting to see how or to where Everton pivot their storytelling in their post Goodison era..
I think nod-to-heritage strategies are inevitable because, on one hand, they work, but I'd always urge clubs — or any brand, really — to think about how unearthing these archive highlights moves their overall story forward. To me, shouting about "this iconic moment in [their] history" to sell a product and then never mentioning the themes it represents ever again will not wash. Ana Andjelic's newsletter The Sociology of Business has spoken about this a lot — can definitely recommend giving her a read.
this is great sam! Came back to this one as Im currently in the midst of writing a dissertation linking Boym's ideas on nostalgia with a Paolo Sorrentino film and Diego Maradona. Definitely agree nostalgia should be a cultural cradle of unity which binds people together (and gives them hope) rather than a mere "look at this playful spin on our retro 3rd kit from the '80s when we got to the semi of the cup". Every club seems to shoehorn a 'nod-to-our-heritage' line at every other comms moment. Will be interesting to see how or to where Everton pivot their storytelling in their post Goodison era..
I think nod-to-heritage strategies are inevitable because, on one hand, they work, but I'd always urge clubs — or any brand, really — to think about how unearthing these archive highlights moves their overall story forward. To me, shouting about "this iconic moment in [their] history" to sell a product and then never mentioning the themes it represents ever again will not wash. Ana Andjelic's newsletter The Sociology of Business has spoken about this a lot — can definitely recommend giving her a read.
(What a film that Sorrentino is, btw)
really bloody good this