Samsonite

SITUATION:Samsonite’s portfolio limits the brand’s ability to expand beyond product-centric messaging focused on durability.

OPPORTUNITY:Highlight the brand’s history by talking about the product's durability in a new context. Durability = Long-lasting (Feature = Benefit)

POSITIONING:An enduring solution for the future of travel.

TARGET:Seasoned traveler

Strategy: G. Donnelly, N. Dua, D. Lifferth Design: J. Hirsch, Q. Yang

Brandcenter