• USA Today, Monday, April 13, 2009 11 AM

Some brands are showing their age. Proudly, Theresa Howard reports. In fact, she writes, "old is the new young in advertising."

An ad for Shredded Wheat, created in 1892, says the product put the "no" in innovation. Allstate spokesman Dennis Haysbert says that "1931 was not a great year" to start a business, but that's when Allstate was founded. Lowe's Home Improvement touts the fact that it was established "more than 60 years ago."

"In these times, you want to put your best face forward as people look at companies that are going out of business," says Walter Guarino, a marketing professor at Seton Hall University. "It's image building." But Robert Passikoff, president of Brand Keys, says touting the fact of still being in business smacks of desperation. "Heritage is fine," he says, "but people are not buying Coach because it is old."

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