To fully exploit this potential, ‘heritage marketing’ can increase the added value of a T&C collection. Linking a contemporary product with archive materials – either through a faithful reproduction or a free interpretation - can greatly contribute to the construction of the value chain of the product itself, distinguishing it as "unique" compared to the global offer, resulting from decades or even centuries of history.
Through this approach a company can highlight its cultural heritage to partners and target customers, as part of a wider collective heritage. Heritage marketing is in fact a strategic factor for the revitalization and success of historic brands. Companies can boast a glorious on which to build communication campaigns and even create ad hoc collections with a high intangible value.