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This is semantics/chicken-egg, but Mittelstand companies and long history luxury brands are not successful because of their heritage. When you're buying Mittelstand stuff, the heritage is irrelevant. You just want a good quality product at a fair price. When you buy a gift...
you want a high quality item at a price that will be known to the recipient. A long history is correlated with both of these necessary & sufficient factors, but not causal. Ok, a long history is necessary for a recognizable brand, but doesn't ensure that its recognized as luxury.
The following are heritage brands to my mind: Hershey, General Electric, DuPont. Despite their heritage, you would never give a Hershey bar as a gift, Edison's history is irrelevant to your light bulb purchase, and no cares that Dupont invented neoprene, if China is cheaper.
tl;dr: you need a long time to develop a brand, but it's not the time that matters, it's the brand. That's all I'm saying. So much text to explain a simple point that my tweets have a heritage.
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