How does one keep a 100-year-old brand relevant in today’s turbulent marketing and consumer environment?
The full picture reveals itself in this episode of the Marketing Vanguard podcast as Laura Knebusch, SVP of CPG marketing and CX at Georgia-Pacific, breaks down what it takes to keep thriving as a legacy brand.
From how century-old heritage brands like Brawny, Angel Soft, and Dixie evolve without alienating loyal consumers to how a classically trained marketer navigates AI, retail transformation, and cultural moments in real time, this conversation proves that adaptability and agility aren’t just possible; it’s crucial to the success and growth of your brand.
What you’ll learn:
- How to refresh iconic brand characters while preserving core equity
- Why “living your brands” is an organizational imperative, not just a marketing function
- The measurement system that connects marketing investment to business outcomes
- How to capitalize on viral moments and cultural momentum without losing authenticity
- Why sustainability messaging shouldn’t drive your brand positioning (even when consumers care)
- How to architect a modern marketing organization that balances internal capabilities with external partnerships
At Georgia-Pacific, Laura Knebusch brings 17 years of expertise in brand management, consumer marketing, and organizational transformation. With a background from Duke’s Fuqua School of Business and formative experience at Procter & Gamble, she has built a reputation for driving brand relevance while honoring heritage.
Her leadership approach, characterized by calm decision-making and data-driven measurement, offers valuable insights into transforming how marketing drives measurable business value across large, complex organizations.
Episode Highlights:
[02:13] Ground Brand Evolution in Core Fundamentals, Not Trends — Laura emphasizes that successful brand modernization begins by identifying and protecting the timeless core values that define a brand’s identity, such as Brawny’s “strength and dependability.” For CMOs managing legacy brands, this means investing time in understanding what made your brand iconic before attempting any refresh or repositioning strategy, instead of chasing trends.
The key step is conducting internal workshops and stakeholder alignment sessions to document and lock in those non-negotiable brand truths before any creative work begins. This disciplined approach enables CMOs to innovate boldly while maintaining the equity and trust consumers have invested in the brand over decades.
[07:14] Brand Changes Should be Based on Consumer Pulse Checks — Rather than treating brand refreshes as one-time internal decisions, Laura implemented a process of ongoing consumer validation throughout the evolution of iconic characters like the Brawny Man. This practice transforms what could be a risky rebrand into a collaborative journey that brings loyal consumers along rather than alienating them.
