Old is the new new. It’s an adage that has worked to great effect in several industries. Fashion, for example, always comes full circle. Volkswagon’s revival of the classic camper van is another example of the ever-lasting appeal of some ideas. But an idea isn’t representative of a brand as a whole.
A brand is the sum of its successes and failures.
A brand is made of multiple ideas, some successful, some failed, and some that have run past their expiry date. The tech industry, for all its push towards the future, has time and time again attempted to revive brands that are dying, dead, or well past their glory days. Unfortunately, I’m yet to find a single example where it truly worked out.