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Brand Britain


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If Britain were a brand, what would its values be?
As Britain approached a four day weekend during which the British bathed in a glow of patriotic fervour, and inspired in part by some of our own brand consultancy, we put together this deck of slides on Britain.

Now with a 2016 Brexit update.

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Brand Britain

  1. 1. Consilium | s a l e s t r a n s f o r m a t i o n | If Britain was a brand, how would it be viewed?
  2. 2. Consilium | s a l e s t r a n s f o r m a t i o n | As an obstinate kid?
  3. 3. Basking in past glory? The ‘bulldog breed’, ‘Winnie’, ‘Monty’ and “our finest hour”.
  4. 4. Consilium | s a l e s t r a n s f o r m a t i o n | Two objective measures Consilium | s a l e s t r a n s f o r m a t i o n | 10 20 30 40 50 60 70 80 90 100 Rank Rank Country Score 1 New Zealand 9.5 2 Denmark 9.4 2 Finland 9.4 4 Sweden 9.3 5 Singapore 9.2 6 Norway 9.0 7 Netherlands 8.9 8 Australia 8.8 8 Switzerland 8.8 10 Canada 8.7 11 Luxembourg 8.5 12 Hong Kong 8.4 13 Iceland 8.3 14 Germany 8.0 14 Japan 8.0 16 Austria 7.8 16 Barbados 7.8 16 United Kingdom 7.8 19 Belgium 7.5 19 Ireland 7.5 21 Bahamas 7.3 22 Chile 7.2 22 Qatar 7.2 24 United States 7.1 25 France 7.0 25 Saint Lucia 7.0 25 Uruguay 7.0 But we only score 7.8 out of 10 in Transparency International’s corruption perception index. This places us 16th. In September 2011 BrandFinance ranked eight British brands in their Global Top 100.
  5. 5. Consilium | s a l e s t r a n s f o r m a t i o n | “The Firm” There are other contributors to Brand Britain. We are clear market leader in the royalty stakes. In 2011 the brand received a welcome boost from Wills and Kate. Their marriage was viewed by 36.7m in Britain with millions more around the world including 72m on the YouTube Royal Channel. Who said Britain lives in the past?
  6. 6. Consilium | s a l e s t r a n s f o r m a t i o n | Reith’s Reprise? The BBC doesn’t feature in BrandFinance’s study, despite achieving a weekly overseas audience of 250m. As the third world skips the land line moving straight to the mobile, with internet access following, a strong British web presence is essential. Despite cuts to the World Service, the BBC remains one of the most powerful means of projecting Brand Britain. If proof is needed, there is constant pressure from press barons to curb its web presence; we hope the BBC will prevail.
  7. 7. Consilium | s a l e s t r a n s f o r m a t i o n | Dreaming of British Spires Jesuits claimed “Give me a boy at the age of seven and I'll have him for life.” The British follow this principle, though somewhat later by educating foreign students at our universities. According to “Foreign Office Sources” most British ambassadors’ have promoting British education high on their list of priorities. The Government estimates earnings from foreign students at £14Bn … similar to our pharmaceutical exports.
  8. 8. Consilium | s a l e s t r a n s f o r m a t i o n | Credit where it’s due? Aided by language and its regulatory environment, London remains the world’s largest financial centre.
  9. 9. Consilium | s a l e s t r a n s f o r m a t i o n | Lex Britannica London has become the Oligarch’s venue of choice for justice. Inspired no doubt by the BBC’s reputation for objectivity rather than by Transparency International. Meanwhile Bond Street is still littered with limousines hovering while their owners shop.
  10. 10. Consilium | s a l e s t r a n s f o r m a t i o n | So Britain’s brand values are probably: ► stability ► fairness ► perhaps financial probity ► and a little retail therapy
  11. 11. Consilium | s a l e s t r a n s f o r m a t i o n | Time for a rebrand? Whether as we fill out an internet form wondering if we will be listed under G, B or U, or having to explain why Northern Ireland is part of the United Kingdom but not of Britain; our brand is confusing. If Scotland secedes what will we call ourselves? “The dis-United Kingdom of Britain with Northern Ireland”? We trust not!
  12. 12. Consilium | s a l e s t r a n s f o r m a t i o n | 2012 Comments and feedback ► Complacent and probably misplaced arrogance in the brand “values” of Britain ► Iconic motoring brands ● Landover owned by Tata an Indian conglomerate ● Bentley is part of VW ● Rolls Royce is owned by BMW as is the Mini brand ► Europe a more prominent issue (see next slide!) ► Bellicosity ► The English language … or is it the American language? ► We export innovation e.g. Sir Jonathan Ives’ designs for Apple ► Behaviour is declining ● Football hooligans, racism, educational decline ► But we still have our sense of humour ► “…in many other parts of Europe a ‘straight’ Judge is one who doesn't accept a higher offer from the other side...” ► From an Italian ● “My son went to a British school from reception to year 9, and now he's at Cambridge! ● My home page is the BBC news ● Most of my favourite musicians are British (a few from the American colony are also dear to me) ● and I could add more... for instance my cleaning lady asked me to show her the royal wedding on YouTube and cried her eyes out!” ► Can brand lead reputation, or does it need to be built on reputation?
  13. 13. Consilium | s a l e s t r a n s f o r m a t i o n | In September 2014 Scotland voted to remain part of the UK, in June 2016 the UK voted to leave the EU. The aftermath is intriguing. As a country the Scots voted to remain in the EU, now Scottish Nationalists are campaigning for another referendum, hoping to remain in the EU as an independent country. Significant numbers are discovering their ancestry and applying for Irish passports. It is alleged this includes some Orangemen (Irish protestants who traditionally wish Northern Ireland to remain part of the UK).
  14. 14. Pictures courtesy of Microsoft clip art, Wikimedia and others. Improve your business performance How you present yourself and brand your business is really important. Brand is worth billions to Britain every year: • Education • Financial Services • Justice • Tourism and more How much could yours be worth to you? Do you nurture it? How can you make it work better? More sales and marketing insights here