What does it take to evolve an iconic brand for a new generation while staying true to what made it enduring in the first place? In this masterclass, Krissie Millan, Chief Marketing Officer at Cole Haan, shares a tactical look at modernizing heritage brands — from sharpening brand positioning and rethinking go-to-market strategies to balancing innovation with institutional memory. Drawing on her experience stewarding a nearly century-old company through moments of cultural and consumer change, Krissie will offer practical insight for founders and executives on how to refresh relevance, activate new audiences, and build momentum without diluting brand equity. A conversation about honoring legacy while designing what comes next.