Young, buzzy brands get a lot of attention for their social tactics, but it’s far more remarkable when a century-old company gets it right.
For example, an older organization may have needed to navigate an archaic approvals process in order to push out a campaign in a timely manner. It may have gotten burned trying too hard to seem youthful and hip. It may have needed to adapt to a new audience.
Related: The 4 Elements of a Legacy Brand
Some of today's oldest companies have managed to overcome these obstacles, but more impressively, they’ve helped to define how brands present themselves on new platforms. At the third annual Transition conference, hosted by marketing software provider Percolate, executives from Levi’s, GE, UPS and IBM shared lessons about navigating unfamiliar territory and forging meaningful connections with customers. Scroll through to learn how they’re leading the charge in an exponentially changing society.