As the Carolean era begins, what next for brand Britain?
Campaign
Until last Thursday, what did the royal family and the Kardashians have in common? Well, for one, both households were run by matriarchs who acted as instinctive managers of the family brand.
For 70 years, Elizabeth II ran the royal institution with the acumen of a savvy chief executive, tasked with the challenge of representing Britain overseas, as it faced a considerable decline in its global influence. As such, brand Britain became inextricably linked to Her Majesty.
The Queen’s death has ignited discussions on colonial rule, with King Charles III facing a beckoning call for the royal family to openly acknowledge its murky past. Meanwhile, he is bracing himself for a Commonwealth crisis – it didn’t take long for the prime ministers of Barbuda and Antigua to announce they would call for a referendum on their countries becoming republics within three years.
Synonymous with pomp and grandeur, as Charles takes to the throne, the royal institution will be interrogated from all corners, as it finds its footing in a modern world that is becoming increasingly anti-monarchist.
As mourners flock to London ahead of Monday’s state funeral, the eye of the world is fixed on the UK, as the country braces itself for a surge in domestic and international tourism. Right now, Britain’s “ultimate brand ambassador” lies in state at Westminster Hall, as an estimated 750,000 people line up to pay their respects, when there is only capacity for 350,000.
Campaign asks adland to what extent does the institution’s appeal hinge on Elizabeth II? As the Carolean era begins, what next for brand Britain?
…
Mark Borkowski
Author and founder of the PR agency, Borkowski
If we look beyond the cynicism of the Twittersphere and instead take a moment to truly observe the mood of the nation, there are signs of hope everywhere.
After six days of intense scrutiny, the royal brand has emerged as an institution build on a sound rock of succession. It stands as a beacon that can lead an age of renewal and positivity. Few can doubt, as the crowds shake around Lambeth, patiently waiting to pay homage to the Queen, that something powerful is etched into the heart of the monarchy.
Can we all learn from this moment? Of course. Events of this magnitude always test the purpose of an organisation. Forward planning and provision to manage even the most monumental of crises requires constant attention. Many brands have fallen on stony ground because they have not focused on the very detail of survival.
As we emerge from this period of reflection we should see a bright future ahead; and for the royals, and brand Britain, a huge element of that ray of hope is owed to painstaking and minutely detailed forward planning.
As the Carolean era begins, what next for brand Britain? | PR | Campaign Asia