In the context of marketing, this principle aids in the development of brand identities and experiences that feel familiar yet new. It ensures that a brand never seems to be exclusively of its time. New brands must be created with care to avoid looking dated just a few short years down the line. Google the phrase “adorkable” and you’ll get our point. At the same time, the legacy of older brands must be respected as it evolves and modernizes.

When the balance is just right, it generates a feeling best described as going back to the future. Not in the theatrical sense but a more grounded and achievable one. Kind of like driving a vintage car while listening to Miley Cyrus on a wireless bluetooth speaker in the back seat.