Johnnie Walker


Johnnie Walker Brand Audit || Johnnie Walker Brand Positioning ||Johnnie Walker Brand Strategy

Using the Brand Key, we look at Johnnie Walker strategy through a brand audit by analyzing the Johnnie Walker roots, targets, insights, benefits, RTBs, discriminator, personality, and essence.

The output is based on an external brand audit for Johnnie Walker, in which we take in consideration the marketing execution and press coverage for the brand. Based on Desk Research and External experts interviews.

Key Features

Brand Positioning - Target

Most helpful for:

Students, Brand Professionals, Agencies, Consultants.

Brand Positioning - Benefits

Convenient & Accessible

There are two main reasons for this work: accessibility and inclusivity. We wanted this content to be easily accessible to everybody interested and actively looking for this information. We believe that access to consulting-grade intelligence on a brand strategy would be of interest for many individuals who have no consulting budgets. In addition to that, we wanted this to be inclusive by offering it at a value-driven price, affordable to most, and conveniently downloadable online.

Brand Positioning - Tech

The Product

The brand positioning is based on an external point of view. We conduct sprint brand audits- through desk research and expert interviews - and none of this work is based on proprietary or confidential data. Each positioning or audit is based on generally available data. Technical: the file is in PDF format.

The Striding Man logo for Johnnie Walker is probably as iconic as the brand itself.

Around the turn of the century (when George Paterson and Alexander Walkers launched Red Label and Black label), they wanted to convey their unique point of view visually by using special packaging. They held a competition to find suitable artwork but nothing was quite right. It was a cartoon artist named Tom Browne who eventually created the logo. When he was at lunch with Lord Stevenson, a director in the company, Browne turned over a restaurant menu card and drew the famous Striding Man figure onto the back.

After that delicious lunch, Browne produced a number of Walker advertisements. Browne’s Strolling Man was a man who loved the outdoors but also enjoyed a spot of retail therapy. As you can see from the ads, the Striding Man was featured in a number of charming situations — happily walking behind a young courier, cheerfully interrupting a cricket match with his presence, and rather briskly capturing a fish.

Over time, this cartoon has changed in size, shape, color, and demeanor. It reflected the state and condition of the world depending on its social and political climate, so this cartoon would take on an even more royal and sophisticated look, or he’d be dropped altogether.

According to Wikipedia:

Johnnie Walker is a brand of Scotch whisky now owned by Diageo that originated in the Scottish burgh of Kilmarnock in East Ayrshire. The brand was first established by grocer John Walker. It is the most widely distributed brand of blended Scotch whisky in the world, sold in almost every country, with annual sales of the equivalent of over 223.7 million 700 ml bottles in 2016 (156.6 million litres)