It seems there is a bit of déjà vu going on with brands these days. From Foster’s “Australian for Beer” campaign, to the reappearance of Charlie Tuna, Chester Cheetah, and the Energizer Bunny, past winners are the newest addition to the recycle initiative. But can they carry a brand out of a recession in a new world of media? Perhaps, but these icons will need to adapt.

The strategy is textbook. When people are in unsure times, they gravitate towards things familiar, things tried and true. In turn, marketers are cashing in on the brand equity of yesteryear hoping to reconnect with consumers and bolster revenue. But there are environmental changes that challenge, even threaten, this practice and provide a new marketing puzzle, the first of which is retail branding’s own twin, the store brand.

The economic maelstrom that has hit homes across the nation has roused a legion of resourceful and thrifty consumers. The numbers are staggering: in August, Prospectiv (a packaged-goods consultancy) found that 81% of consumers said they use coupons for grocery items. In another study conducted by The Gallup Organization, 83% of consumers said that they purchase store brands on a regular basis. One by one, these statistics begin to stack up against retail brands, all in favor of consumer savings and not clever creative.

If consumers’ budgets are tight and they are looking for the best buy, what’s to make those same consumers slap down their precious dollars for the retail brand? Nostalgia can only go so far. But if you can prove that the brand has evolved and continues to adapt, then you’re a step ahead in providing assurance of quality. Old, dated sites, with dry material are a thing of the past. Slick, interactive sites with tie-ins to Facebook and Twitter position the brand for “socializing." Today, you can create your own Giant Cheetos pet, follow the Energizer bunny on Twitter, or Drink Up Man Up and become a part of the Foster’s Adventure Team. Each is a means to end -- to share the brand with the consumer.

The consumer will then test the quality and share with their networks, real and virtual. Be understanding of your audience’s take on things, for these networks wield incredible power. A Nielsen study recently showed that the most effective means of advertising these days is through these networks. In fact, “ninety percent of consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online.” A recent article in AdWeek recently noted similar findings. Be ready to listen to these voices, stand behind your brand, and dedicate time and energy to the task. In these forums, the masses have the microphone and should be considered partners in brand-building. So while Charlie Tuna gives you a sense of comfort and nostalgia for the “good old days,” there needs to be some quality content backing that splashy web page. Connecting with consumers is a valiant goal for today’s marketers, but today you’ve got to justify exactly “Where’s the Beef.”