Never Knowingly Undersold: Transforming Brand Perception with John Lewis

Hear from Rosie Hanley, Brand Director at John Lewis and Pan-Partnership on how the beloved British retailer has adapted its brand to stay relevant and trusted by millions. This session takes a closer look at the evolution of the Never Knowingly Undersold promise—exploring how the campaign has been brought back to connect with today’s shoppers while staying true to its heritage. Hear about the challenges faced, the creative solutions found, and the strategies behind keeping the brand meaningful in a fast-changing retail world. This session promises real-world insights and inspiration on how iconic brands stay ahead.