{"podcast":{"title":"Ad Age Marketer's Brief","slug":"ad-age-marketer-s-brief-244230","podcast_index_feed_id":244230,"rss_url":"https://marketersbrief.libsyn.com/rss","website_url":"http://www.adage.com","image_url":"https://static.libsyn.com/p/assets/e/e/9/b/ee9bcad56c482c0c/AA_MarketersBrief_podcast_art.jpg","author":"Ad Age Podcasts","episode_count":395,"summary":"Marketer's Brief helps marketers stay ahead of what's changing—and decide how to respond. Each episode focuses on the ideas, shifts and strategic tensions shaping marketing right now, from how leaders are thinking about growth, platforms and culture to how they're making trade-offs in real time. Conversations led by Ad Age editors and reporters surface patterns worth paying attention to and ways of thinking that can influence decisions at work. Subscribe to sharpen your judgment and spot what matters early.","last_synced_at":"2026-07-15T18:19:24.000811+00:00","page_url":"https://stenobird.com/podcast/ad-age-marketer-s-brief-244230"},"episode":{"title":"How to go from product-first to culture-led marketing, with Samsonite's VP of marketing","slug":"how-to-go-from-product-first-to-culture-led-marketing-with-samsonite-s-vp-of-marketing","published_at":"2026-05-06T09:00:00+00:00","page_url":"https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/how-to-go-from-product-first-to-culture-led-marketing-with-samsonite-s-vp-of-marketing","show_page_url":"https://stenobird.com/podcast/ad-age-marketer-s-brief-244230","url":"https://marketersbrief.libsyn.com/how-to-go-from-product-first-to-culture-led-marketing-with-samsonites-vp-of-marketing","audio_url":"https://traffic.libsyn.com/secure/marketersbrief/How_to_go_from_product-first_to_culture-led_marketing_with_Samsonites_VP_of_marketing.mp3?dest-id=1162928","summary":"For heritage brands trying to stay relevant with younger consumers, Samsonite's playbook offers a useful case study. On this episode, David Oksman, VP of marketing and direct to consumer at Samsonite, discusses how the 115-year-old luggage company is shifting away from product specs and leaning into more social media-first, culture-led marketing by targeting travelers by psychographic rather than demographic, and measuring emotional connection alongside traditional conversion metrics. He also talks about the brand's latest social-first campaign with Olivia Culpo and how Samsonite thinks about younger D2C challengers like Away and Béis. His advice for other marketers navigating the same tension: don't be a heritage brand — be a brand with heritage.","meta_description":"For heritage brands trying to stay relevant with younger consumers, Samsonite's playbook offers a useful case study. On this episode, David Oksman, VP of…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1253,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/ad-age-marketer-s-brief-244230/episodes/how-to-go-from-product-first-to-culture-led-marketing-with-samsonite-s-vp-of-marketing/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/how-to-go-from-product-first-to-culture-led-marketing-with-samsonite-s-vp-of-marketing.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}