Nostalgia Lives in San Francisco!

The San Francisco 49ers are one of the most storied franchises in all of professional football and have had years upon years of success. Since the National Football League started having their annual Super Bowl in 1967 the "Niners" have won 5 of them. That is tied for second with the Dallas Cowboys and 1 win behind the Pittsburgh Steelers, both storied franchises of their own, and since last year San Francisco has been a threat to get another one.

The 49ers have been wearing red and gold for their entire existence in the National Football League and even before that. Then in 1996 the team switched things up a little bit and started wearing a more burgundy-red uniform which they wore until the 2009 season.

Do you remember "The Catch"? Back in the 1981-82 season Joe Montana made history by completing that pass you just to Dwight Clark in the back of the end zone to beat the hated Dallas Cowboys on their way to ultimately winning the Super Bowl that season. Notice what that '81 team was wearing? Their traditional red and gold. Looks good, doesn't it? In 2009 the team brought back the old unis and a sense of nostalgia followed not long after.

Then, in 2011 the team hired new head coach Jim Harbaugh who brings an old-school, smash-mouth approach to the game of football. And wouldn't you know it, the success has soon after followed the uniform change. Now, I'm not saying that the team couldn't win in black and silver, no offense Oakland, but it is interesting that the team brings back the old uniforms and gradually get better each season thereafter. This season is yet to be determined but it seems as though they control their own destiny.

1. What are some of the major advantages and disadvantages of nostalgia marketing?

It toys with the emotions of the consumer. People tie image to their memories and the memories of the 49ers' success brings back the great memories of family, friends, and good times. However, the disadvantages can be related to the same characteristics. They can bring back bad memories, bad relationships, and even bad tastes.  

2. Are there some products or brands for which this strategy may not be successful? Why not?

I think that a brand that relies on the next best thing might not necessarily work with nostalgia marketing. For example, technology. Technology is always moving forward and people are always looking for the next best thing. Even though retro is always hot, people don't want to lose technological advances to be "cool".