Heritage brands carry deep emotional equity but staying relevant in today’s fast-changing market requires more than nostalgia. It takes reinvention, cultural connection, and a strategy rooted in community. In this session, brand leaders share how they’ve modernized a legacy name while honoring its roots, using content, culture, and Canadian pride to stay close to evolving consumer expectations.

• Reimagine a heritage brand for modern audiences while staying true to its authentic DNA.
• Engage consumers across channels with storytelling that resonates across generations.
• Leverage community engagement and cultural touchpoints to deepen loyalty.
• Incorporate insights from CPG into apparel and lifestyle brand strategies.
• Showcase Canadian identity by marketing “Made in Canada” and featuring Canadian talent