Why timeless brands win a world addicted to now

In a culture hooked on instant trends and short-lived spikes, this feature for The Branding Journal explores how brands can stay meaningful over the long term. Kate Watts contrasts “now-chasing” marketing with the discipline of timeless brands like Hermès, Fender, and Shinola, showing how clarity, coherence, and value-driven design become a strategic advantage in volatile markets. She outlines practical moves for CMOs—from treating design as an operating system to tracking long-term resonance and aligning internal culture—while framing AI as a tool to sharpen identity rather than fuel reactionary campaigns.

Read the full article on The Branding Journal's website.

About the publication
This article was originally published in The Branding Journal, an independent digital publication focused on strategic branding, case studies, and practical tools for marketers, designers, and business leaders worldwide.