“I think Web 3 is real. I think the decentralized web is coming. I think that brands need to fundamentally understand not just what NFTs are… but also how the idea and the concept behind decentralized web is ultimately going to make the consumer think about who they buy from in an even more robust way.”
How can you implement lessons learned from successful campaigns in future campaigns.? (14:00)
When you have success with a campaign, or a video goes viral, it’s enticing to want to try to duplicate that success. The only way you can do that, though, is if you look at the underlying reasons for why the initial campaign worked in the first place.
“it’s less about the virality and more about what I think is the underpinning lesson, which is authenticity matters and being true to who you are and understanding what your consumer is self reflecting on is important.”
The fine line between being an “old brand” and taking advantage of a brand’s heritage. (15:00)
Brands with long histories should use their heritage as a way to build trust with their customers. Brands don’t last for 100 years if they do not solve problems for customers with quality products and services. That is the legacy that you should lean into while still propelling your brand forward with new ideas and technology.
“At the end of the day, for me, heritage is about trust. It’s about the durability and the longstanding nature of our products. And the innovation and modernity comes from the fact that if you look at a lot of our work, I think it should be iconic. I think it should be modern, but just like I think there’s some really great brands out there, I look at Kitchenette appliances that everyone has in their kitchen and it’s been around since the 1950s, but it’s been modernized just a bit, right? And it still looks beautiful. And if you look at an ad today, it could be 1960 or it could be 2020, and that’s what makes it so classic and iconic, which I think resonates with me with our brand at Samsonite as well.”
Web3 is real. What does that mean for brands? (26:00)
While Web3 might not ever fully replace Web2, it’s critical that brands start thinking in terms of how the move to Web3 will impact the mindset of the consumer. Once that is understood, brands need to find ways too align themselves with the consumer wherever they land.
“Decentralized autonomous organizations are putting the power back in the hands of the individual. So big companies are going to have to make sure they’re keeping up with the mindset of consumers, who are going to have a choice between where they spend their dollars, what information they share, and whose values they might align with.”
About the Guest:
David Oksman has over 15 years’ experience building brands. As a CMO, he is an innovator, digital disruptor and is passionate about driving purpose and performance. He has developed go to market strategies that have increased top and bottom-line performance for start-ups to best in class $1b+ brands.
Up Next in Commerce is brought to you by Salesforce Commerce Cloud. Learn more at salesforce.com/commerce
Mission.org is a media studio producing content for world-class clients. Learn more at mision.org.