Brand Britain

This caught my eye, research by brand agency JKR on Brand Britain, covered by Creative Review. The headline asked, what does Britishness mean to brands now? I assumed very little, as did JKR prior to the research, but there is apparently reason for some optimism – if you’re a glass half full kind of person. We’re basically split 50-50 as a country (no news there), in our opinions of whether Britain is a force for good in the world, whether we’d choose to be a citizen of here or anywhere else, and whether we feel positive about the country.

The full report really is worth a read. You can download it here. I liked the structure of glass half empty responses to Brand Britain and glass half full perceptions. On the positive side, we’re front of mind with 18-34 year olds in G20 countries and seen as an attractive country, coming second to the USA. The top six traits associated with our nation are Sophisticated, Attractive, Strong, Trustworthy, Competent and Friendly, then comes Arrogant before we return to positives including Creative, Fun and Happy. Not too bad, eh, given the last 10 years of turmoil. 

Across the generations, all Brits feel that as a nation we’re Witty, Enduring and Traditional. Which inform the report’s conclusion that Tradition with a Twist is the way forward for our national brand. Something that has been extensively leveraged in the past, don’t you think? So I’m not quite sure, but it was good to see there’s still plenty of positivity hanging around Brand Britain.