After The God Particle, has the meaning of Britishness finally been discovered?

So, has Danny Boyle found the God Particle of Britishness? Will brands who want to hitch their wagon to Britishness now know what it looks like?

Over the years CRICKET has been involved in a number of ‘Britishness’ projects. We’ve attended research debriefs of widely different calibre on the nature of being British; debated what is and is not relevant for branding purposes, and offered our own – and we believe useful definition. Britishness is not simple up close, and too simple from a distance. It’s a hazardous territory for a brand or a film director to negotiate.

Phrases like Cool Britannia have described moments in time but never captured or represented the whole story. This is because, as the Opening Ceremony illustrated, the narrative of Britishness is rich, long and complex – a pageant hard for international audiences to comprehend.

The Opening Ceremony was a brilliant piece of theatre – like Boris I found myself wiping more than the occasional tear from my cynical eye. It explained cleverly who we are, how we are, what we do, where we’re from.

But sadly it chose not to look to the future – evidenced by a lonely Professor Tim Berners Lee left looking like a prophet in the wilderness. If the Games©®™ had been in the USA, would Bill Gates have been made to stand there holding a copy of ‘Windows for Dummies’? Can you imagine Steve Jobs revealed from beneath a Cupertino middle income bungalow? He’d have wanted visuals of wonder to celebrate his breakthrough vision. But then that’s the British eh? Proud of the smokestacks of the Industrial Revolution (terrific coup de theatre), but hiding our current inventive light firmly under bushels of old corn and Mr. Bean.

Maybe Danny Boyle is saving Britain’s vision of the future for the closing ceremony. But whatever happens, marketeers have to future Britishness if it is ever going to be a pillar of global consumer aspiration for our brands. JS

Stamp of Disapproval




Royal Mail announces 30% price increase

So DHL and the like charge about £2.50 to deliver an envelope Next Day to the other side of the country.

Imagine if a salesperson made the following pitch… ‘To get a letter next day to the other side of the country just drop it in one of our conveniently located drop boxes and a member of our trained team will deliver it by hand the next day to anywhere in the country’. How much? “60p a letter – regardless of whether it’s next door, the next town or 500 miles away.”

If this offer was from a new carrier I reckon you’d be mightily impressed – and probably wondering how they can do it for so little?

If the provider was the Royal Mail and the price of the service represents a 30% increase on what you are paying today, how do you feel?

In a Daily Telegraph poll yesterday 50% of respondents didn’t think the Royal Mail should be able to set their own prices due to their universal service obligation. In fact the overall mood was somewhere between outrage and an inevitable sense of betrayal.

So what could the Royal Mail do to stop the outrage of the British public?

It seems to us that the company has failed to successfully communicate what the Royal Mail brand is all about. Always resisting pouring the ‘gin’ of a private company into the ‘mother’s milk’ of the old state run institution that we all grew up with.

But branding, if it’s about nothing else, is about clarity.

This is who we are. This is what we do. This is why we do it. These are the values that make us different. Judge us – our products, services and pricing against these.