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.

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. 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. Basking in past glory?
The ‘bulldog breed’,
‘Winnie’, ‘Monty’ and
“our finest hour”.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Pictures courtesy of Microsoft clip art, Wikimedia and others.
Improve your
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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?
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