‘Good ideas stand the test of time’: Johnnie Walker’s global brand boss on 25 years of ‘Keep Walking’
The team at Johnnie Walker takes its guardianship of the brand very seriously, thinking carefully about what it has inherited from past marketers and what it will pass on to those yet to join.
Leading a brand is like running a relay, marketers must take the baton from those who built it in the past and be prepared to pass it on to those in the future, says Johnnie Walker global brand director, Jennifer English.
This year the whisky brand celebrates 25 years of its famous ‘Keep Walking’ slogan, something that is “cherished” by the brand a quarter of a century on.
“I absolutely expect Keep Walking will be around for a long time to come, and I say that with reasonable confidence, I think it’ll be around longer than I’ll be,” English tells Marketing Week.
