SMB Brand Clinic:

Somewhere in France, a group of Mephisto executives sat around a conference table and decided their orthopedic shoes needed edge. Not more arch support or Velcro innovation—no, they wanted to be noticed. Noticed by whom? That’s where things get interesting.

Because here’s the thing about old brands: When they move, they don’t sprint. They walk. Mephisto, a name synonymous with quiet comfort and devoted dads, has been quietly plotting its way back into the conversation. And unlike the hype-driven brands crashing through culture, their strategy isn’t loud—it’s slow, steady, and surprisingly effective.

Now let’s pause. I’m a sucker for a good long-game strategy. Give me an old-school, functional-but-frumpy company with cobwebs on the logo and a dusty consumer base, and I’ll show you opportunity. Done right, this is a story of rediscovery—like Birkenstock becoming cool again, or L.L.Bean becoming a TikTok darling. Done wrong? Well, it’s a lot of wasted marketing spend.

What can the rest of us learn about how people notice old brands? Let’s dig in.

1. Old Brands Move Slowly—And That’s Okay

Mephisto has been around for 60 years. They’re not playing for the “viral moment” or a quick hit of TikTok buzz. When your audience is more likely to be reading The Economist than scrolling Instagram, you don’t chase trends—you let trends catch up to you.

This isn’t a brand making noise for noise’s sake. It’s a brand planting seeds. One whisper to the fashion crowd. One nudge to a younger consumer who’s burned out on fast fashion. Eventually, enough people turn their heads, and suddenly, Mephisto isn’t old—it’s heritage.

Takeaway: You don’t have to sprint to win. If you’re an old brand, lean into your patience. Slow builds create stronger foundations.

2. Function First, Cool Second

Here’s why Mephisto has a shot: Comfort is back. Quiet luxury is in. Sneakers that look good and feel good are winning. Mephisto’s value proposition—orthopedic design with sturdy, long-lasting materials—never went out of style. It just got buried under trendier logos.

But old brands don’t need to reinvent themselves to be cool. They need to remind people of their value. Birkenstock didn’t stop being functional—they just made people realize that function can be aspirational. Mephisto’s opportunity lies in doubling down on what they do best while finding subtle ways to get noticed.

Takeaway: If your core product works, don’t change it—reframe it. Functionality can be a flex.

3. The Beauty of Being ‘Rediscovered’

Nothing gets people excited like finding something ‘new’ that’s been there all along. It’s why vintage shops thrive. Why old TV shows get rebooted. Why L.L.Bean’s duck boots and Stanley’s cups are suddenly everywhere.

Mephisto is on the cusp of this rediscovery phase. They’re not shouting from the rooftops; they’re whispering to the right people. And here’s the brilliance: Being rediscovered makes you look cooler than being reinvented. You’re not chasing relevance—relevance comes to you.

Takeaway: People love ‘underdog’ brands. If you’re being overlooked, don’t panic—play into it. Rediscovery builds organic buzz.

4. Patience Is the Ultimate Flex

Most brands try to brute-force their way into the zeitgeist—hiring influencers, dropping limited editions, riding waves of hype. But when an old brand like Mephisto plays it slow, it’s powerful. Patience communicates confidence.

It says: “We’ve been here for 60 years. We’re not worried about being cool today. You’ll come around.”

This is a strategy SMBs can learn from. Don’t rush your growth because everyone else is moving fast. If you build trust, quality, and loyalty over time, your audience will come.

Takeaway: Patience is underrated. Long-term relevance beats short-term hype every time.

The Diagnosis

Mephisto’s not chasing fashion—they’re waiting for the world to notice them again. And it’s working. Slowly, quietly, like a comfortable shoe that never wears out.

For SMBs, the lesson is simple: If you’re an old brand, stop panicking about being outdated. Instead, focus on:

1. What you do best. Remind the world why you matter.

2. Who notices you first. Start small and let rediscovery spread.

3. How you show up. Slow builds create lasting loyalty.

Because here’s the truth: In a noisy world, slow brands stand out. And once people notice? They don’t forget.

Final Thought: Mephisto, you’re not sprinting, and that’s why you’ll win. Comfort was never out—we just needed time to come back to it. Keep walking.