<p>How do you keep a 180‑year‑old brand relevant for the next generation of consumers?</p><br><p>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.</p><br><p>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.</p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>