# Legacy Brands Reimagined

> How Ken Ohashi and Marisa Thalberg turn iconic retail brands into modern relevance.
- Title: Legacy Brands Reimagined · Adweek | Shortify
- Summary: How Ken Ohashi and Marisa Thalberg turn iconic retail brands into modern relevance. Ken Ohashi and Marisa Thalberg share strategies for making legacy brands…
- Keywords: ken ohashi, marisa thalberg, brooks brothers, eddie bauer, catalyst brands, brand reinvention, customer behavior, Legacy, Brands, Reimagined, Adweek
- Source: Adweek — https://adweek.com/brand-marketing/reinventing-retail-icons-ken-ohashi-and-marisa-thalberg-on-making-legacy-brands-relevant
- Author: Adweek Staff
- Published: 2026-10-08T18:27:12+00:00
- Read time: 1 min
- Topics: ken ohashi, marisa thalberg, brooks brothers, eddie bauer, catalyst brands, brand reinvention, customer behavior
## Legacy Brands Need Modern Relevance
Legacy retail brands have decades of recognition, emotional connection, and cultural history but require clear positioning and product reinvention to stay relevant.
## Eddie Bauer's Lifestyle Shift
Eddie Bauer repositioned from technical outdoor gear to a lifestyle brand using an 'off the mountain' framework to uncover hidden brand momentum.
## CEO-CMO Partnership Critical
Ken Ohashi transformed Brooks Brothers to profitability in under two years through strong CEO-CMO trust and strategic creative decisions.
## Key takeaway

Ken Ohashi and Marisa Thalberg share strategies for making legacy brands relevant through product reinvention and cultural alignment.