Our Britishness is our strength

You are right to question in your Leader (MW June 10) what is so marvellous about being a specifically British company.

Over the past three years we have been carrying out research in over 30 countries on the values of “Britishness” as part of a corporate or brand identity in several product categories, and are therefore in a position to answer your question.

There are, of course, some negatives, primarily the behaviour of inebriated British holidaymakers and football fans. But the positive values of British identity are much stronger: tradition and continuity, high quality luxury brands, assurance, the rule of law and stability, the definers of the global language and, of course, the fact that the British economy is now the world’s fourth largest.

In recent research among German businessmen, they admired our political perspicacity in avoiding the shambles of the euro, which could provide a new angle for the Downing Street spin-doctors.

Undoubtedly, there are some very strong and distinctive values associated with Britishness; the rest of the world tends to excuse our widely rumoured sexual frigidity by the fact that it rains all the time.

Dominic Moseley

Moseley Consulting

London SW1

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here