The About Samsonite page throws around important sounding phrases about embodying the brand, leveraging craftsmanship, and creating unique solutions.
By identifying trends and interpreting travelers’ needs, Samsonite continues to infuse innovation and new ideas into travel, re-igniting the sophistication and experience of the past.
Yawn.
It’s a good example of the way big companies wind up talking. Bloated language is what happens when copy gets filtered through a committee.
Compare that to The Saddleback Story, the tale behind bagmaker Saddleback Leather.
It all began when I had my first bag made while living in Southern Mexico as a volunteer English teacher to kids who needed a little help. I had looked everywhere for just the right bag, but with no luck…
In my search, I walked into a little leather shop and met the fellow working leather in the back. I asked him if he could make me a bag if I were to draw it out. I told him that I wanted this bag to be made so well that my grandkids would be fighting over it while I was still warm in the grave. He said “Si” and I said “Bueno” and that’s how it all started.
And it continues from there. Now that’s copy with a pulse. A personal story like that is something a little guy can deliver that a big corp can’t. A tiny company can bring people inside the fold this way and turn a perceived weakness (small size) into a strength.
