Cultural Moats, Innovation, and the Metaverse: How Legacy Brands Can Stay Relevant

In today’s fast-moving world, legacy alone isn’t enough to keep a brand relevant. Heritage is powerful; it builds trust, identity, and loyalty but history can also weigh a brand down if it leads to complacency. The challenge for established institutions like Christie’s is finding the balance between respecting tradition and embracing disruption.

This is where the idea of a cultural moat comes in.

What Is a Cultural Moat?

A cultural moat is more than just brand recognition; it's a deeply ingrained identity that becomes part of culture itself. Think of it as the unique value that makes a brand hard to copy, even in a crowded market. A strong cultural moat can protect a brand from competitors by embedding it into the cultural consciousness.

But here’s the truth: a cultural moat alone isn’t enough. Brands that stop innovating, even those with iconic status, risk fading into irrelevance. Just look at Sears or Toys “R” Us once household names, now cautionary tales of what happens when you fail to adapt.

Why Innovation Must Live Alongside Legacy

The biggest danger for legacy brands is complacency. A moat may protect them in the short term, but without experimentation and reinvention, even the most established institutions can crumble. Longevity comes from using history as a foundation not a cage.

This requires embracing ambiguity, adaptability, and continuous learning. Today’s marketplace is driven by anomalies, abundance, and algorithms; there's no fixed playbook anymore.

Embracing the Uncertainty of the Metaverse

The truth is, no one really knows what the metaverse will ultimately become and that’s okay. This uncertainty is exactly what makes it such an exciting frontier. Much like the early days of the internet, the metaverse is still fluid, undefined, and full of possibility.

For brands, this means the smartest strategy isn’t to claim expertise but to stay flexible, curious, and open to experimentation. Rather than waiting for a perfect definition, forward-thinking companies are already testing small ideas, learning along the way, and finding new ways to connect with audiences.

By approaching the metaverse as an evolving ecosystem not a finished product, brands can stay ahead of the curve, ready to adapt as the space grows and transforms.

The Metaverse: Opportunity or Hype?

One of the most exciting frontiers for innovation is the metaverse. And let’s be honest—even the experts don’t fully know what it will become. Right now, it’s often described as an always-on digital universe with its own economy and social dynamics. Early signals are already here: platforms like Fortnite and Roblox give us glimpses of what’s possible, while luxury brands like Gucci are experimenting with digital fashion and experiences.

The potential? Trillions of dollars in value creation. The risk? Sitting on the sidelines while others shape the future. For legacy brands, the metaverse isn’t about abandoning heritage, it's about finding innovative ways to extend it into a new digital reality.

The Balance: Tradition Meets Disruption

For institutions like Christie’s, the path forward is clear:

• Honor history by maintaining cultural relevance.

• Stay disruptive by experimenting with emerging technologies.

• Be adaptable, what works today won’t work tomorrow.

This isn’t about chasing trends for the sake of it. It’s about cultivating a future-oriented mindset, one where brands position themselves as deep generalists curious, flexible, and willing to explore multiple domains to stay ahead.

Final Thought

Legacy brands have an incredible advantage: history, trust, and cultural weight. But if they want to thrive in the next era, they must lean into continuous innovation. The moat keeps competitors out, but innovation keeps the future in.

The question every brand should be asking right now is: Are we protecting the past, or are we also building the future?

Frequently Asked Questions

1 - What is a legacy brand?

A legacy brand is built over generations with trust, loyalty, and cultural impact. It’s more than products it’s about values and purpose that create emotional bonds, turning customers into lifelong advocates.

2 - How do legacy brands stay relevant?

Legacy brands stay relevant by listening to changing customer needs, telling authentic stories, and building emotional connections. It’s about honoring tradition while constantly innovating to stay part of people’s lives.

3 - How will the metaverse change brand marketing?

The metaverse opens new doors for brands virtual stores, interactive events, NFTs, gamified experiences, and even avatars. It’s about creating immersive spaces where people can connect, explore, and engage beyond the physical world.

4 - How are brands using the metaverse?

Brands are experimenting with virtual shops, digital collectibles, immersive events, and influencer avatars. They’re blending physical and digital worlds to reach audiences in fresh, interactive ways.

5 - What makes a brand a legacy brand?

A legacy brand earns its place through heritage, consistent values, and innovation. It shapes culture, builds deep loyalty, and stays relevant across decades by evolving without losing its core identity.

6 - How can brands be culturally relevant?

Brands become culturally relevant by aligning with what people care about, joining real conversations, and showing up in communities. It’s about living where culture lives and being part of the movements that matter.

About the Author:

Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.