Magazine article Marketing

Why I Can't See Any Need for a Branded Britain

Magazine article Marketing

Why I Can't See Any Need for a Branded Britain

Article excerpt

'The opinions expressed by contributors do not necessarily reflect the views of the editor' is a line you may have seen in a few publications with excitable, abusive or vehement writers. A wise precaution-and the opposite applies, I reflected, when reading this fine journal's editorial (September 11) endorsing the idea of a "marketing supremo" to "promote the whole idea of 'Britishness'."

This is exactly the sort of idea I would expect from the head of a quango - paid by us, but not responsible to us - Design Council chief Andrew Summers.

Many professions have made a mark on civilisation this century, mostly for the worse. The military have had a good run: one recalls Franco, Mobutu, Idi Amin and, more fondly, Eisenhower or Marshall. Journalists have played their part - Mussolini and Goebbels for instance. The medicos have made a fair impact - Salazar, the Portugese dictator and Hastings Banda, who so comprehensively ruined previously fertile Malawi; Josef Mengele, the genetic pioneer and of course the cuddly Radovan Karavic.

Then there are the intellectuals - Pol Pot, Lenin; the religious student, Josef Stalin; not forgetting the house painter, Adolf Hitler. We have had actors, notably Reagan, and Eva Peron, who helped her husband to destroy the economy of what was then the world's fourth richest country in record time, then inspired those appallingly mawkish songs. Even advertising has had its moments; Nixon's White House was infested with double-talking account handlers from California. …

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