Do John Lewis get ROI on their big-budget Christmas campaign?
Yes. But not in the way people might expect.
They don’t spend millions of ££ to shift more candles & perfume between now & the 25th December. The real ROI comes from long-term brand affinity and trust. “They talk in my language”. John Lewis is buying attention, emotion, and loyalty. They’re reinforcing their place in the nation’s heart and home.
Next time you’re asked whether brand building is ‘worth it’ by your CFO. Remember this:
✔️ It’s a trusted name that closes the sale.
✔️The stories you tell make you unforgettable.
Not everyone has a John Lewis budget, but every organisation can (should) have a strategy to be seen & chosen through whatever connection model is right for you.
Want to make your brand mean more in 2026 than it does today?
Let’s talk about what smart B2B storytelling looks like.
(And if you’ve been living under a rock, here’s it is in all its-2-minute glory)
