What could be useful for the big maisons is to think, how would their brand image look were their original creators still alive. After all, most of them still carry their last names. The Saint Laurents, Diors and Chanels of this world should understand that the purpose is not merely to maintain the legacy of their creators, but rather to carry out a mission - a set of actions which reflect not only the past history, but also the reality of current times.
Brand name should not be viewed as a liability pulling the business backward, but as a set of principles of its founder, which help it to clarify its future goals and prospects. A brand is a live organism, not a dead machine, it should not simply adjust, it should evolve and cultivate its unique point of view on matters, which are truly important to the society and their target customers.