In recent years, iRobot’s Roomba has made significant gains, capturing 20% of the vacuum cleaner market and taking on well-established names like Hoover, Dyson, and Black & Decker. Roomba’s sleek design and automated features clearly attract buyers, but research from Temple University suggests that the key to its success may lie in its image as an innovative product.

The study focuses on how newer brands can compete with legacy brands in categories where innovation is valued. Historically, older brands have had an edge because consumers tend to trust them more, given their longevity and track record. But the researchers wanted to explore whether, in certain cases, people actually prefer newer brands.

Brand performance

To test this, they analyzed Amazon sales data and ran seven experiments with around 2,000 participants. These studies compared established brands with newer ones across a range of product categories, from home security systems to anti-aging skincare. The results were consistent: in areas where innovation matters, consumers were more likely to favor the newer brand, seeing it as more forward-thinking.

This presents a challenge for older brands, which need to stay relevant in industries driven by change. “Think of Hoover,” the researchers explain. “It’s been around since the early 1900s, so people trust it. But when they think about cutting-edge technology, they’re more likely to think of Roomba, which only launched in 2002.”

For legacy brands to stay competitive, they need to maintain their hard-earned reputation while also showing that they can innovate. Some brands, like BMW, have struck the right balance, staying true to their roots while continually updating their products to stay exciting and modern.

The takeaway for older brands is simple: to stay ahead, they need to keep evolving without losing what made them trustworthy in the first place.