"History as a branding tool: why the past sells better than the present"

Have you ever wondered why the most successful brands in the world — from Hermès to Jack Daniel’s — guard their history so fanatically? In a world where technologies become outdated in six months, the "past" has become the scarcest and most valuable resource. As a historian by education, I see a clear pattern in this: people do not buy a product, they buy continuity.