Abstract: The research on nostalgia and activation of time-honored brands is difficult to solve the problem of innovation and growth of time-honored brand under the background of new era and new demand. The window of opportunity theory provides a variety of opportunities for time-honored brand to identify and grasp the market demand and technological transfer, implement product and marketing innovation around cultural resources, break through the development dilemma and realize sustainable development. Based on the exploratory case study, the results show that:(1) Inheriting traditional culture and implementing culture-based product and marketing innovation are effective ways for time-honored brands to build differentiated competitive advantages and realize innovation and catch up. (2) Identifying market and technology opportunities, combining opportunities with cultural resource, are the premise and foundation for time-honored brands to break through the development dilemma and realize innovative growth. (3) Building brand cultural characteristics, refining the core of brand culture and spreading traditional cultural concepts are the effective strategies to identify and develop time-honored brands and to conduct differentiated management of cultural resources.