1. Johnnie Walker became successful when they reintroduced the Striding Man.

The
centrepiece of the strategy was the message of "Keep Walking" - symbolised by the
use of a striding man icon - to link the brand to expressions of personal progress
which made man around the world resonate well. Thus, competition would have to
react the same way which is to rebrand themselves the same way Johnnie Walker did.
In the whiskey market the major factor in marketing is their marketing campaign as
well as their manufacturing process. This is because whiskey is a timeless product
therefore changing the product itself would be a bad idea. Thus, the only way is to
focus on their marketing campaign and to create an identity that men of the 21 st
century can relate to and has popular culture elements. It is also important to note that
whiskey is a masculine drink thus men must be of legal drinking age must be the
primary focus of the advertisement.
2. The brand of my choice to turn into a global brand would be BAD LAB and to
transform them into an iconic brand. BADLAB is the all-new personal care range for
the unconventional man. Man-gineered for the man who's all walk and little talk. Bad
Lab is targeted toward gentleman almost similar to Johnnie Walker thus we could use
the same concept. Bad Lab package their products in very masculine ways using
strong animals for example, the lion, bear, gorilla and more. These are animals that
shows symbols of power and masculinity. The way they present their product is very
attractive and people are easily attracted but many are not aware of the brand. Thus I
recommend them to spend more om their marketing and promote their website more
as they have a very attractive website but not many who knows. Bad Lab could also
have brand ambassadors who are masculine, strong and true gentleman like their
brands to help promote and create more awareness towards their brand. They could
also do roadshows to promote their brand. By doing so more people would be more
aware of the brand and would give them a chance and try it out. Promoting the brand
through different Medias will give them a bigger chance to reach out to different
crowds who have the same needs. By creating more awareness I believe that Bad Lab
can become a global brand.
3. According to Chow and Amirs value dimensions, they would segment the product to
one of six dimension that ranges from Striver to Altruist. Johnnie Walkers Keep
Walking campaign appeal more towards the Striver, Creative and Devout, however it
is not appealing for Fun seekers, Intimate and Altruist people. The Striver are attracted
to the symbol of ambition, status, and public image and this is why the Keep
Walking appeals to the Striver. Man of the 21 st century strives to be the gentleman,
and the man who never stops moving forward this is why they resonated well with the
advertisement. The campaign also appeals well to the creative person because it
portrays the values of self-esteem and knowledge. The main idea of the campaign has
always been to show the striding man as a symbol of self-success. For Devout value
dimension men relate to the campaign because it embodies the tradition of scotch
whiskey. However the campaign does not appeal to the fun seekers because it does
not show thrill seeking of any kind as they portray them self as a serious brand. As for
intimate dimension, the campaign does not convey any loving emotions, instead
reflects on the rational and self-independent man of the 21st century. The Alturist
would not relate to this campaign as the campaign does not position the brand as one

which is environmentally responsible or reflecting justice, but Johnnie walker is still a

socially responsible brand as they emphasis on the drink being only legal for ages 21
above.
4. The campaign started on a global scale which connected to their target audience

emotionally through their message of self-development and progress. The campaign is

everymans intention to progress and was flipped to the right side reinforced the
future heading. they then, stated appealing to cultural divergent aspects through trans
creating the global positioning to perceive more brand localness. This was the phase
where the campaign started getting more attention when they starter including
celebrities and life examples applying the local appeal to the global statement worked
in more than 120 markets by applying trans-creating and moment marketing and
audience were emotionally connected to the brand. The customised communication
created an emotional connection to many people which gave its credibility among
different cultural values and factors. Brilliant integrated campaigns made Johnnie
Walker a story telling for every culture. Johnnie walker resonated well with every
dimensions from poly chronic and from strivers to altruist. This shows that the have
successfully achieved creolization through the Keep Walking campaign, and brands
keep learining from that experience till date.