The meaning of 'British'

It's no longer cricket, warm beer or stiff upper lips. Roger Trapp hears the marketing men

Even in this age of globalisation, "Britishness" is a concept familiar to people around the world. But powerful as they are, images of beefeaters, Buckingham Palace, red buses and the like are for the most part old-fashioned, and have more to do with this country's heritage than its future.

Perhaps it is down to the arrival of a new government or maybe the approach of the millennium, but suddenly all kinds of people are re-examining the notion in an attempt to - in marketing speak - reposition a country that was once synonymous with trade and enterprise.

Earlier this week, the Design Council published a report called New Brand for New Britain that urged politicians, business leaders and the media to work together to promote an image of the country that boost exports and inward investment. Stressing that it was not talking about redesigning the flag or changing the national anthem, it proposed the celebration of Britain's strengths in creativity, innovation and design - as epitomised by its success in such fields as fashion, music and Formula One racing car manufacture.

However, the day before, BBC Television's Money Programme featured identity consultancy Wolff Olins proposing a new flag featuring the single word "Britain" in white on a red and blue ground and an anthem that refers to the British landscape rather than victories overseas.

Although the consultancy's intention was to use the national brand as some kind of endorsement that might complement such initiatives as regional tourism promotions, it found little favour with business leaders.

Nevertheless, the British Council is planning a conference on reinventing Britain for later in the year, while in the meantime a group of business people is meeting to examine "the concept of Britishness, and its value as a marketing and promotional tool".

The Walpole Committee was established in 1992 by a group of leading UK companies which believe that British excellence is built on such principles as quality, craftsmanship, reliability and a combination of innovation and tradition, and is devoting its annual seminar on 3 June to the subject "The competitive edge of the British brand".

Walpole Committee director general John Russell says that speakers such as Roger Putnam, sales and marketing director of (US-owned) Jaguar Cars, and Anthony Sell, chief executive of the British Tourist Authority, will deliver valuable insights into the use of Britishness as a way of marketing products or services.

News
Ian Thorpe had Rio 2016 in his sights
people
Sport
world cup 2014A history of the third-place play-offs
News
Tommy Ramone performing at The Old Waldorf Nightclub in 1978 in San Francisco, California.
peopleDrummer Tommy was last surviving member of seminal band
Life and Style
Swimsuit, £245, by Agent Provocateur
fashion

Diving in at the deep end is no excuse for shirking the style stakes

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
Life and Style
Several male celebrities have confessed to being on a diet, including, from left to right, Hugh Grant, Benedict Cumberbatch and Ryan Reynolds
life...and the weight loss industry is rubbing its hands in glee
Sport
The Mexico chief finally lets rip as his emotions get the better of him
world cup 2014
Voices
Spectators photograph the Tour de France riders as they make their way through the Yorkshire countryside
voicesHoward Jacobson: Line the streets for a cycling race? You might just as well watch a swarm of wasps
Life and Style
lifeHere's one answer to an inquisitive Reddit user's question
News
peopleDave Legeno, the actor who played werewolf Fenrir Greyback in the Harry Potter films, has died
Arts and Entertainment
'Eminem's recovery from substance abuse has made him a more potent performer, with physical charisma and energy he never had before'
arts + entsReview: Wembley Stadium ***
iJobs Job Widget
iJobs Student

C# Developer (HTML5, JavaScript, ASP.NET, Mathematics, Entity)

£30000 - £45000 per annum + Benefits + Bonus: Harrington Starr: C# Developer (...

Trade Desk Specialist (FIX, Linux, Windows, Network Security)

£60000 per annum: Harrington Starr: Trade Desk Specialist (FIX, Linux, Windows...

First Class Graduate (Computer Science, Economics, Finance)

£23000 per annum: Harrington Starr: First Class Graduate (Computer Science, Ec...

Drama Teacher

Negotiable: Randstad Education Liverpool: We are looking for someone who can t...

Day In a Page

A History of the First World War in 100 Moments: Peace without magnanimity - the summit in a railway siding that ended the fighting

A History of the First World War in 100 Moments

Peace without magnanimity - the summit in a railway siding that ended the fighting
Scottish independence: How the Commonwealth Games could swing the vote

Scottish independence: How the Commonwealth Games could swing the vote

In the final part of our series, Chris Green arrives in Glasgow - a host city struggling to keep the politics out of its celebration of sport
Out in the cold: A writer spends a night on the streets and hears the stories of the homeless

A writer spends a night on the streets

Rough sleepers - the homeless, the destitute and the drunk - exist in every city. Will Nicoll meets those whose luck has run out
Striking new stations, high-speed links and (whisper it) better services - the UK's railways are entering a new golden age

UK's railways are entering a new golden age

New stations are opening across the country and our railways appear to be entering an era not seen in Britain since the early 1950s
Conchita Wurst becomes a 'bride' on the Paris catwalk - and proves there is life after Eurovision

Conchita becomes a 'bride' on Paris catwalk

Alexander Fury salutes the Eurovision Song Contest winner's latest triumph
Pétanque World Championship in Marseilles hit by

Pétanque 'world cup' hit by death threats

This year's most acrimonious sporting event took place in France, not Brazil. How did pétanque get so passionate?
Whelks are healthy, versatile and sustainable - so why did we stop eating them in the UK?

Why did we stop eating whelks?

Whelks were the Victorian equivalent of the donor kebab and our stocks are abundant. So why do we now export them all to the Far East?
10 best women's sunglasses

In the shade: 10 best women's sunglasses

From luxury bespoke eyewear to fun festival sunnies, we round up the shades to be seen in this summer
Germany vs Argentina World Cup 2014: Lionel Messi? Javier Mascherano is key for Argentina...

World Cup final: Messi? Mascherano is key for Argentina...

No 10 is always centre of attention but Barça team-mate is just as crucial to finalists’ hopes
Siobhan-Marie O’Connor: Swimmer knows she needs Glasgow joy on road to Rio

Siobhan-Marie O’Connor: Swimmer needs Glasgow joy on road to Rio

18-year-old says this month’s Commonwealth Games are a key staging post in her career before time slips away
The true Gaza back-story that the Israelis aren’t telling this week

The true Gaza back-story that the Israelis aren’t telling this week

A future Palestine state will have no borders and be an enclave within Israel, surrounded on all sides by Israeli-held territory, says Robert Fisk
A History of the First World War in 100 Moments: The German people demand an end to the fighting

A History of the First World War in 100 Moments

The German people demand an end to the fighting
New play by Oscar Wilde's grandson reveals what the Irish wit said at his trials

New play reveals what Oscar Wilde said at trials

For a century, what Wilde actually said at his trials was a mystery. But the recent discovery of shorthand notes changed that. Now his grandson Merlin Holland has turned them into a play
Can scientists save the world's sea life from

Can scientists save our sea life?

By the end of the century, the only living things left in our oceans could be plankton and jellyfish. Alex Renton meets the scientists who are trying to turn the tide
Richard III, Trafalgar Studios, review: Martin Freeman gives highly intelligent performance

Richard III review

Martin Freeman’s psychotic monarch is big on mockery but wanting in malice