One constant at CPB is our work with iconic British brands. We helped Coutts appeal to a new generation, Boots connect with modern health and wellness, and most recently, got cheeky with Jammy Dodgers.
What have we learnt about evolving British brands?
- Where have I seen that before?
This is an old nation. And its best-loved brands are constructed from layers of past ideas and associations. We like new things, but only if they’ve anchored themselves in the past first. Like Burberry’s waves of reinvention, successful British brands glance backwards – but then pull forwards and adapt – the codes, notions and ideas of yesteryear, using updated heritage as reassurance in a turbulent present. - I’ll have the rye on toast
Brits have always prided themselves on their sense of humour, which can vary enormously from dry irony to desiccated irony. No matter the category or subject, the way to a British consumer’s heart is via their funny bone. A witty, irreverent tone of voice cuts through and connects deeper. - With thanks to the cultural connectors
On the surface British culture can appear to be a little stiff and starchy. But underneath this veneer, genuine warmth peaks out shyly. It just needs a little encouragement to blossom. From the giant hug of ‘Auntie’ BBC, to the gently inspirational Paddington, long-standing British brands can become cultural institutions. They fill the spaces between people, families and the entire nation, nudging us to care, connect – and call gran.
As the furore over the Jaguar rebrand amply illustrated, you evolve a British brand with love, caution, and possibly a tin hat. But with a reverential nod, a cheeky wink, and a bit of a knees-up, there’s plenty of space for cracking not-exactly-new ideas.
