Nairobi, Jan. 22 -- For decades, legacy brands didn't need to explain themselves. The name did the work. Trust was inherited, loyalty was assumed, and scale felt permanent. Sadly, that era is over.

Today, "legacy" is no longer shorthand for credibility. In many markets including Kenya and across Africa it quietly signals slow decision-making, outdated customer journeys, and brands that are talking at people instead of with them. This isn't because audiences have lost values; it is because they now have choice, speed, and visibility.

Legacy brands are not failing because they lack history. They are struggling because many confuse history with relevance.

The first challenge is nostalgia without translation. Many brands lean heavily on an...