Brands curate Americana experiences to offer both novelty and nostalgia
Trend - Americana themes bring up many familiar memories for consumers from the USA, both old and new. Brands are trying to capture those nostalgic connections with Americana-themed pop-ups and experiences that remind customers of American traditions and history.
Insight - When it comes to branded interactions and experiences, nostalgia works by building connections with consumers because they're able to link strong positive memories with what the brands are presenting them. Building connections via familiarity helps them better resonate with the brands' products.
Insight - When it comes to branded interactions and experiences, nostalgia works by building connections with consumers because they're able to link strong positive memories with what the brands are presenting them. Building connections via familiarity helps them better resonate with the brands' products.
Workshop Question - How could your brand use nostalgia to build connections with its customers?
