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April 27, 2017
Tale of Tomas

I came across this amazing storied Christmas ad from Burberry (celebrating 160 years) and just had to share it.  It’s up there with one of the best brand stories I’ve seen in years.

The ad tells the “Tale of Thomas Burberry” and recounts the brand’s connection to key brand ambassadors and markets. 160 years in the making; The Burberry story is inspired by the pioneering discoveries of its founder, reimagining key events that have shaped the brand’s history.



Burberry was established in 1856 when 21-year-old Thomas Burberry, a former draper’s apprentice, opened his own store in Basingstoke, Hampshire, England.  He died in 1926.  The Brand lives on and as strong as ever.

Why am I not surprised that Burberry would come up with a blockbuster like this one to celebrate their 160th anniversary? Boils down to their ex-CEO Angela Ahrendts who instilled storytelling into the heart of the brand to revive it from the doldrums.

Ahrendts and her creative director (and successor), Christopher Bailey, led one of the most remarkable luxury brand turnarounds in business history; and all due to brilliant brand storytelling.

If you recall, a couple of years ago I wrote about Angela after she had just left the luxury giant to take on a new position at Apple.

According to Angela

“Great brands and great businesses have to be great storytellers too.”

So began a video that Angela Ahrendts, then CEO of Burberry, prepared a couple of years ago for New York’s annual Future of StoryTelling summit.

The Tale of Burberry is directed by Academy Award-winner Asif Kapadia and starring Domhnall Gleeson, Sienna Miller, Dominic West and Lily James.

Music: ‘Diminuendo‘ performed by Lawless featuring Britt Warner


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