On Strategy Showcase On the Spot: Burberry & Johnnie Walker
Jan 25, 2026
Andrew Tindall, SVP at System1, offers creative effectiveness analysis. Matthew Herbert, co-founder of Tracksuit, provides brand-tracking data from London. Kate Rush Sheehy, CSO at GSD&M, brings strategic perspective on positioning. They dissect Burberry’s Olivia Colman spots and brand cues. They debate Johnnie Walker’s Keep Walking evolution and whether to rebuild category relevance or sharpen storytelling.
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Refocusing On Core Heritage Restores Value
- Burberry needed a major turnaround after sales fell and leadership changed, so the brand refocused on core products like coats and the iconic check.
- The Olivia Colman work doubles down on timeless British luxury to restore distinctiveness and relevance.
Heritage Is Strength — Perception Is The Weak Link
- Burberry still scores strongly on heritage, tradition and Britishness but suffers from a cultural perception problem tied to lower-status adopters.
- Restoring positive emotional preference among core audiences helps consideration and brand recovery.
Make Brand Assets More Visible
- If Burberry wants new penetration, make the brand cues clearer so unfamiliar audiences recognise it quickly.
- Tie the trench and check more explicitly into ads rather than relying only on implicit cultural cues.