With its most recent update releasing just last month, the Toy Story franchise has proven it has a continued hold on hearts and minds, with the 30+ year series spanning entire generations and having entertained many audience members from childhood to parenthood. It’s no exaggeration to say that the charming movies are a brand in and of themselves, and their longevity proves that to be a very successful brand at that.

In a recent article for Inc., BigSpeak EVP and USC Processor of Media Ken Sterling examines what it is that has given Toy Story such incredible staying power, discussing the beloved franchise with one of its creators, Pixar veteran Matthew Luhn.

One of the original animators on the first Toy Story film, Luhn has also had a hand in the storycrafting of  multiple Pixar movies, including Finding Nemo, Up, and Ratatouille. In his conversation with Sterling, he shared three vital strategies that brands can adapt to ensure lasting customer relationships that will also have the power to span generations:

1. Do not assume customer loyalty is permanent. The moment a company lets quality slip or takes an audience for granted, they risk alienating once dedicated customers. Luhn contrasts Apple’s continued commitment to creating quality products and prioritizing ease of user experience with the Marvel Cinematic Universe, which was a dominant cultural force in the 2010s but has since experienced increased film output and inconsistent quality of said films.

1. Tap into universal emotional themes. People everywhere are united by shared human experience, with everyone across nations and age groups capable of feeling the same emotions. Brands that focus on things like building a sense of belonging, purpose, and emphasize connection resonate across demographics.

1. Stay current with cultural relevance. Much like the toys in Toy Story movies change to reflect new trends in what children are playing with– from army men to Barbies to tablets– so too can a brand continuously reinvent itself and remain relevant by staying current.