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How Johnnie Walker's "Keep Walking" has been reinvented

On Strategy Showcase

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The Challenges of Managing a Brand

It's got to be very challenging to manage a brand when it goes from sort of entry level within the category to super premium. We've landed on a positioning on this brand, we know for more than two decades that has successfully managed to carry the trademark. Now, of course, how blue label and where blue label shows up will be different to where black label shows up. So there is an intricacy around the exit often the execution the commercial execution and consumer execution across the trademark.

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