# Legacy Brands to Cultural Icons

> How creative leaders turn established brands into cultural icons without losing their essence.
- Title: Legacy Brands to Cultural Icons · Adweek | Shortify
- Summary: How creative leaders turn established brands into cultural icons without losing their essence. Marketing leaders share how legacy brands can reinvent…
- Keywords: adweek, brand, rebranding, marketing, creative, legacy brands, cultural icons, Legacy, Brands, Cultural, Icons
- Source: Adweek — https://adweek.com/brand-marketing/4-creative-and-marketing-leaders-on-turning-legacy-brands-into-cultural-icons
- Author: Adweek Staff
- Published: 2026-10-13T20:17:33+00:00
- Read time: 1 min
- Topics: adweek, brand, rebranding, marketing, creative, legacy brands, cultural icons
## Reinventing Legacy Brands
What does it take to reinvent a legacy brand without losing what made it iconic?
## Panel Insights
Amanda Earley, Jaime Robinson, Christy Hoskins, and Jessica Henrichs share lessons from rebranding La-Z-Boy and Brawny.
## Key Principles
Understanding a brand’s history, leaning into authentic strengths, and ensuring product innovation support new identities.
## Consumer Involvement
Consumer and stakeholder involvement helps prevent backlash during brand refreshes.
## Social Testing
Social platforms provide the lowest-risk space to test how legacy mascots evolve before full rebrand commitments.
## Key takeaway

Marketing leaders share how legacy brands can reinvent themselves while preserving their iconic identity through authentic innovation and consumer engagement.