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Future Proof
Future Proof is the marketing podcast from Said Business School, Oxford University, and Kantar, the worlds leading marketing data and analytics company. In each episode, well have a frank discussion with an expert, to help brands and business leaders navigate the changing landscape of marketing and hopefully dispel some myths and misconceptions along the way. Looking at big industry question through both a market research and an academic lens, we can help prepare marketers for the future (with proof). All episodes and more info at https://www.kantar.com/ Hosted on Acast. See acast.com/privacy for more information. Language: en Genres: Business, Marketing, Technology Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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How Do You Future Proof a 180 Year Old Luxury Brand?
Wednesday, 29 April, 2026
How do you keep a 180‑year‑old brand relevant for the next generation of consumers?In this episode of Future Proof, Jane Ostler is joined by Kristy Keyte, CMO of Penfolds, to explore what it really takes to grow a heritage brand in an increasingly volatile world. From reframing Penfolds as a luxury brand rather than a wine brand, to sharpening brand codes, driving difference, and building salience at the point of choice, Kristy shares how a more rigorous approach to brand strategy is shaping decision‑making across the business.The conversation also digs into pricing power as a critical marker of brand strength, the role of emotion and meaning in luxury, and how brands can stay resilient amid cost pressures, changing consumption habits and global uncertainty. Hosted on Acast. See acast.com/privacy for more information.
