Brand Tone

Aspirational & Inspiring, Confident & Reliable, Modern & Stylish, Helpful & Practical, Professional & Established

Brand Values

• •Durability & Quality
• •Innovation & Design
• •Security & Peace of Mind
• •Journey & Experience
• •Sustainability (increasingly)
• •Trust & Heritage

Best Practices

• •Develop a Brand Voice Chart: Clearly define the brand's personality traits (e.g., "Confident," "Inspiring," "Not Arrogant," "Not Overly Casual"). Provide "do" and "don't" examples for word choices and phrasing.
• •Prioritize "You"-centric Language: Focus on the traveler and their needs, aspirations, and potential concerns. Frame benefits around how Samsonite enhances their journey (e.g., "Travel with peace of mind" instead of "Our bags are secure").
• •Emphasize Benefits, Not Just Features: While features like "polycarbonate shell" are important, translate them into tangible benefits like "ultra-durable yet surprisingly lightweight, protecting your belongings without weighing you down."
• •Maintain a Balance of Aspiration and Practicality: Inspire travel and adventure, but also provide clear, concise information about product functionality, durability, and solutions to travel challenges. Ensure the aspirational tone doesn't overshadow the practical value.
• •Consistent Storytelling Across Platforms: Whether it's a product description, a social media post, or a campaign video, ensure the core message of quality, durability, and enhancing the travel experience remains consistent, adapted for the specific medium and audience. Regularly review content to ensure alignment.

Social Perception

Generally Positive, Premium Association, Reliability for Travel, Concerns

Copy Examples

• •Headline (Aspirational & Confident): "Your Next Adventure Awaits. Journey with Confidence. Samsonite." Body: "From bustling cityscapes to serene landscapes, explore the world with luggage designed to go the distance. Discover innovation, durability, and timeless style."
• •Social Media Post (Inspiring & Practical): "Weekend escape or global expedition? Our latest collection combines lightweight design with uncompromising strength. Pack smarter, travel further. #SamsoniteBrasil #TravelReady #AdventureProof"
• •Product Description Snippet (Reliable & Modern): "Engineered for the modern traveler, the [Product Name] features our innovative [Specific Technology, e.g., Curv® material] and secure [Specific Lock, e.g., TSA Lock]. Travel seamlessly, arrive stylishly."
• •Email Subject Line (Helpful & Exclusive): "Unlock Your Next Getaway: Travel Tips & a Special Offer Inside!" Body Teaser: "Dreaming of your next destination? We've curated expert packing tips and a little something to help you get there. Travel with Samsonite – where every journey begins."
• •Campaign Slogan (Confident & Journey-Focused): "Samsonite: Carry On Your World." Short Blurb: "For every destination, for every story. We're with you, every step of the way, ensuring your belongings are safe and your journey is smooth."