As Kumon‘s assistant VP of franchise development, Angelo Chavez leads market research, expansion, recruitment, franchisee support & resale.
Legacy brands are built on decades of trust, tradition and proven success. My company is no different.
Our work began over 65 years ago and was grounded in an analog past that focused on math and reading instruction in local franchised centers, where students completed paper worksheets with a pencil. It was and still is a successful system that has been replicated worldwide. But how does a legacy brand like ours continue to thrive in today’s fast-paced, ever-evolving market? The answer lies in the power to adapt and innovate. Here’s what I’ve learned:
Newer isn’t always better.
While the next new, shiny product out there might be a lesser version of a product you already offer, the perception of customers can be quite different.
A 2024 study by Temple University reviewed sales data for a wide spectrum of categories—including everything from home security cameras to anti-aging creams—and found that consumers often assign an increased expectation of innovation to a newer brand versus a legacy brand.
Joydeep Srivastava, the Robert L. Johnson Professor of Marketing at Temple’s Fox School of Business, who conducted the study, compared the perception between Hoover, an established brand that began in the early 1900s, and Roomba, which began in 2002. If legacy brands want to be competitive in innovative product categories, she said it is important that they are perceived as being innovative. Older, more established brands can’t survive on their reputation alone.
That’s an important lesson if you want to stay relevant as a legacy brand and finding that balance is key.
You can embrace innovation without losing your core identity.
Leadership plays a critical role in maintaining relevance while staying true to our core mission.
For us, our mission began in 1954 with our founder, Toru Kumon, who was a high school math teacher. He developed a worksheet education program to help his son, Takeshi. Individualization has always been a key element for us, so that same principle must be at the heart of any new innovations we pursue.
For example, in the last year, we’ve made the leap into our digital future with the launch of several new major programs. One moves the everyday work of our students from paper to a tablet. This approach ensures that while students continue to develop strong math and reading skills through practice and repetition, they also benefit from modern accessibility and engagement. Another example is our programs designed as linguistic bridges for students whose first language is Spanish or French. Through proven methods, the language programs help develop essential English reading and comprehension skills and broaden their language abilities by using audio supplements to enhance listening and speaking abilities. We’ve recognized that students learn more quickly and naturally in an independent manner.
These programs were also developed in response to identified customer needs in certain parts of the U.S. and Canada. By recognizing shifts in demographics and learning preferences, we can ensure that our company remains a valuable resource for our customers.
Legacy brands don’t stay relevant by accident. They evolve and thrive with strong leadership. I’m proud that we have been able to balance tradition with innovation, adapt to changing educational market demands and leverage technology to support student success. And we did it while maintaining our focus on embracing change and innovation. For any legacy brand looking to remain competitive, I believe leadership must drive and direct its evolution while not forgetting the foundation that made the brand successful.
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