THIS WEEK’S BIG QUESTION: What are Britain’s strongest brands?

The Government plans an integrated marketing campaign to promote a single brand for Britain

The Government plans an integrated marketing campaign to promote a

single brand for Britain

Luke Blair

The Design Council

’From Psion organisers to Dyson cleaners, Lotus cars and JCB

earthmovers, the UK’s strongest brands are those which have consistently

reinforced our long and distinguished reputation for creativity and

innovation. This is the nation, after all, which came up with the first

computer, with penicillin, and with television. Our strongest brands are

always going to be our most innovative and our best designed.’

Christopher Broadbent

Barclay Stratton

’The most ubiquitous and business relevant ’brand’ we have is the

language. The whole world - except France - speaks it, and it is the

language of business. The other language of business is numbers. I would

avoid ’branding’ - and use far more subtle communications tactics around

words and data.’

Steve Hilton

Good Business

’Our strongest global brands are the BBC and BA. Any campaign to promote

the UK should learn from their success. The BBC is a strong brand around

the world because it stands for quality and freedom. BA is a strong

brand because it stands for quality and service. Hence, a brand to

promote the UK as a business location should use quality, service and

freedom as its key themes.’

Robin Cole-Hamilton

Victoria and Albert Museum

’Britain’s strongest brand qualities are its innovation and creativity,

in which groundbreaking new work is able to draw on our cultural

heritage without being in awe of it. So among Britain’s strongest brands

would be, for example, the very different fashions of Paul Smith or

Vivienne Westwood, each acknowledging the past and at the same time

creating an entirely new and contemporary result.’

Julian Henry

Henry’s House

’I like to think about Britain’s strongest brands when I am lying on a

beach in the sun somewhere on the other side of the world. The distance

from home helps to clear the mind. Our best brands are very modern and

sexy. I think most people would agree that the No 1 brands in Tony

Blair’s Britain are the Spice Girls and Manchester United FC. These

brands motivate people more than say, Virgin Trains or BP.’

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