There is a great deal of buzz about Pokemon Go but one senses that as the dust settles the marketing profession will have a good long look at what has happened, the principles involved and the marketing campaign the ignited the buzz. We have long known that 'heritage brands or looks' have a certain appeal. Mock Tudor houses are part of the fabric especially of the suburbs whilst traditional brogues are still widely seen worn by the young. Old fashioned and out of fashion are very different things. Pokemon Go has tapped in to a residual pool of brand loyalty and merged it with innovation. Impressive.