True Classic Wants to Be a 200+ Year Old Brand

Join us for a live session from The Whalies in LA with Bryan Cano, Head of Marketing at True Classic, on a recent meteoric rise to an $850M valuation. Bryan reveals how True Classic is democratizing AI adoption across their organization by turning every employee into a technology architect and maintaining human empathy that drives authentic brand connection. We explore how tactical innovation serves a grander vision: transforming from a men's apparel company into a cultural force that builds confidence and community for decades.

Maybe AI Can Make Us More Human

Key takeaways:

• AI democratization beats top-down mandates: True Classic's most successful AI implementations emerged organically from employees identifying their own repetitive tasks, then building weekend solutions that eliminated Monday-morning drudgery
• The three-pillar AI framework: An approach that includes Generative (content creation), Operational (workflow automation), and Insights (proactive business intelligence) provides a comprehensive structure for organizational AI adoption
• Century-scale vision transcends tactics: Brands seeking longevity must graduate from channel arbitrage to culture creation. By moving beyond riding existing cultural waves to generating entirely new categories, they can win and keep customers for years
• Empathy becomes a competitive advantage: As AI handles data analysis, human intuition and emotional intelligence become the irreplaceable differentiators in brand strategy and customer connection
• [00:17:20] “AI isn’t going to eliminate our jobs. It’s going to push our brains to the absolute limits. We’ll have to use our imagination more than we ever have.” – Brian Lange
• [00:17:49] “It’s going to make us more empathetic… As marketers, we’ve obsessed over the data. AI lets us return to thinking about the customer—their life stage, their needs, their emotions.” – Bryan Cano
• [00:27:09] “Just how Apple made technology accessible, we want to do the same for style and confidence. We want it to be effortless.” – Bryan Cano

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