It’s hard enough to rebrand a company, but what about an entire continent? One of 2011’s best rebranding campaigns, if you will, is unconventional both in its form and nature. As soon as a Katherine Middleton married Prince William, the U.K.’s newest crown royalty changed the face and outlook of a nation. The British “brand” is being reshaped as we know it, all thanks to the future rulers of England.
As a born-and-raised Brit, I’ve decided this from my firsthand experience living in England. All my life, I never had much of a sense of pride for my country. As a child, I only saw pride for St. George’s flag associated with our football team during the World Cup. It wasn’t until I moved to the States almost eight years ago that I got a feel for true patriotism and a love for one’s country. From saluting the flag every morning in school, to proudly recanting the national anthem at sporting events and honoring the military at every opportunity, the USA embodies these qualities. Perhaps this is one reason why it’s such a strong superpower. I’ve seen and felt the sharp difference between America’s great sense of national pride and England’s consistently diminishing one. It’s only since Will and Kate came on the scene that things are starting to drastically change.
In advertising terms, the country’s (or company’s) brand image has remained the same. Let’s say the Union Jack is Britain’s logo, the royal family its celebrity spokesperson. But, the campaign strategy has altered significantly. British royalty has previously been known for its uppity demeanor, exclusive and secretive lifestyle and sometimes scandalous escapades. I don’t think it’d be too far-fetched to call this somewhat of a PR nightmare, to a degree. However, William and Kate, two young, attractive and incredibly fashionable figureheads, are changing this appearance and the whole face of the British brand. They are not the unapproachable royalty that the country and international entities have come to know. They work, shop at the local market and dress like the common man. Well, a fashion-forward common man. They make an effort in public appearances, in fact, Prince William kissed a well-wisher on the cheek this past week; an act that would have been unheard of in years past. They show overall enthusiasm for all cultures and embody their roles as potential leaders of the U.K.
Although the queen still reigns, it’s not unreasonable to expect a change of direction when her time comes to an end. No longer will royalty be a benign facet of British culture, but a part that makes its countrymen proud and puts foreigners in awe. William and Kate, as Ad Age puts it, are “contemporizing” the British brand. For a country that lacks national pride, the Duke and Duchess of Cambridge are rekindling spirits and reigniting the passion for Britain’s motherland. They are “Cool Britannia.”