Brand Britain
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Co nsil ium | s a le s tra n s fo rm a tio n | Co nsil ium | s a le s tra n s fo rm a tio n | If Britain was a brand, how would it be viewed?
description
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.
Transcript of Brand Britain
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?
Consilium | s a l e s t r a n s f o r m a t i o n |
As an obstinate kid?
Basking in past glory?
The ‘bulldog breed’, ‘Winnie’, ‘Monty’ and “our finest hour”.
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Two objective measures
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Rank RankCountry Score
1 New Zealand 9.5
2Denmark 9.4
2 Finland9.44
Sweden 9.35
Singapore 9.26
Norway 9.07
Netherlands 8.98
Australia 8.88
Switzerland 8.810
Canada 8.711
Luxembourg 8.512 Hong
Kong 8.413 Iceland8.314
Germany 8.014 Japan8.016 Austria7.816
Barbados 7.816 United
Kingdom 7.819
Belgium 7.519 Ireland7.521
Bahamas 7.322 Chile7.222 Qatar7.224 United
States 7.125 France7.025 Saint
Lucia 7.025
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.
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“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?
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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.
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Dreaming of British SpiresJesuits 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.
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Credit where it’s due?Aided by language and its regulatory environment, London remains the world’s largest financial centre.
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Lex BritannicaLondon 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.
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So Britain’s brand values are probably: ► stability► fairness► perhaps financial probity► and a little retail therapy
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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!
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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?
Consilium is available to advise on this, and the more prosaic issues of sales and marketing. Email or visit us!
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All copyright acknowledged including Wikimedia commons and MS clip art.
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