Rita Clifton’s views on Branding Britain (MW last week) are interesting, but the heading itself is debatable. In today’s busy world of brand, it’s not only important to create a brand, it’s equally important who owns them and how and what they want to communicate to their TA.
One of the reasons why there aren’t many global British brands is because, traditionally, Britain expected other cultures to learn about our own culture and language, rather than the opposite. But you can now see top brands being very glocal (global and local), flexible and visible in cross-cultural situations. Even British brands are beginning to be more flexible and making an effort to understand other cultures and languages.
I work for a famous UK brand. Until a couple of years ago, it used being British as its key communication, which didn’t help in most parts of the world. Now the communication is more local and the company is more flexible with its communications worldwide. It is an uphill task, but achievable.
I agree that Britain is one of the best national brands, but others are catching up.