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

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