This week’s Summit Replay is a must-watch for brand leaders and marketers navigating change. What does it take to modernize an iconic heritage brand, without losing the authenticity that made it great in the first place?
In this candid session, David Oksman (VP Marketing & Direct-to-Consumer, Samsonite) and Zubair Timol (VP, Culture, Meltwater) explore how Samsonite adapted to seismic challenges including taking on global leadership of the world’s largest travel luggage brand just as the pandemic hit. Together, they unpack how to balance heritage with innovation, move at the speed of culture, and stay relevant for a new generation of travelers.
Speakers
️David Oksman (VP, Marketing and Direct-to-Consumer, Samsonite)
️Zubair Timol (VP, Culture, Meltwater)
Key Takeaways & Timestamps
- Be a brand with heritage, not a “heritage brand”: use history to power relevance, innovation, and sustainability. → 3:10
- Prove impact with a tight brand framework and KPIs (sentiment, traffic lift, key account sell-in, awareness → consideration → purchase). → 8:50
- Reintroduce the brand to Gen Z with multigenerational narratives (“Travel Like Your Parents”)—turn legacy into lifestyle. → 12:50
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Use AI for copy optimization, production, on-site personalization, and to prepare for conversational search; great prompting = great creativity. → 25:06
Whether you’re steering a global brand or scaling a fast-growing one, this session offers a blueprint for blending authenticity with innovation—and thriving in an era of constant change.