The UK needs a rebrand – an expert explains how
The UK needs a rebrand – an expert explains how
As the UK prepares for economic recovery from COVID and makes the best of Brexit, it is striking that there has been no talk of investing in the national brand. A post-Brexit “global Britain” will need more than rhetoric – and something more sophisticated than the nine-year-old GREAT Britain promotional campaign – to sell its products and services, develop new strategic alliances, retain its soft power, and make the nation an attractive destination.
UK governments have tended not to engage in serious branding activities. They have preferred to focus on slogans and logo-heavy campaigns that draw heavily on marketing tools such as advertising (the regular VisitBritain tourism campaigns), PR (Tony Blair’s so-called “Cool Britannia” party in the 1990s), and exhibitions (Food is GREAT at China’s 2020 International Import Expo).
As the UK prepares for economic recovery from COVID and makes the best of Brexit, it is striking that there has been no talk of investing in the national brand. A post-Brexit “global Britain” will need more than rhetoric – and something more sophisticated than the nine-year-old GREAT Britain promotional campaign – to sell its products and services, develop new strategic alliances, retain its soft power, and make the nation an attractive destination.
UK governments have tended not to engage in serious branding activities. They have preferred to focus on slogans and logo-heavy campaigns that draw heavily on marketing tools such as advertising (the regular VisitBritain tourism campaigns), PR (Tony Blair’s so-called “Cool Britannia” party in the 1990s), and exhibitions (Food is GREAT at China’s 2020 International Import Expo).
The UK needs a rebrand - an expert explains how shanghainews.net - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from shanghainews.net Daily Mail and Mail on Sunday newspapers.