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celebrities1d ago
Burberry CMO: “We Didn’t Have the Luxury of Time”
- Burberry moved quickly under Jonathan Kiman, emphasizing fast decisions over extended planning.
- The brand book codifies Burberry’s founder story, purpose, values, and tone to align teams.
- Kiman reorganized cross-functional teams to work more closely around clear customer archetypes.
- The marketing KPI mix covers brand commerce, brand buzz, and brand love.
- Social teams gained a permanent seat at review sessions and on-set planning.
- Burberry is emphasizing localization in global markets, including China, while preserving the British essence.
- Kiman views humor as a delicate element needing clear background context for global resonance.
- The 170th anniversary campaign used crowdsourced ideas and a cinema-inspired, institutional tone.
- Burberry’s China performance uplift is cited as evidence of the new strategy’s potential.
- Executives highlight the ongoing balance between short-term marketing wins and long-term brand-building.
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