Written by: James Ramsden, Executive Creative Director
Monarchist or not, we are all in the middle of a right royal rebrand. From the pound in your pocket to God Save the King at the FA Cup final, not one citizen of this sceptred isle will be untouched as we transition from the second Elizabethan era to the new Carolean age.
King Charles III’s coronation on 6 May will be the moment when 1,000 years of pageantry and symbolism collide with today’s thoroughly modern media.
What a unique moment to reflect on the monarchy as the ultimate heritage brand and to ask what lessons we can learn from them.
Just like the royal family, heritage brands often have a fascinating history rife with tradition and iconic designs that date back many decades or even centuries – making them instantly recognisable.
Brands like Louis Vuitton, Cartier, Mercedes-Benz and Gucci are some of the most valuable and recognisable in the world. As well as ‘everyday’ brands such as Nike, Ralph Lauren and The Coca-Cola Company, who also have tremendous heritage.
Indeed, there are many principles from the royal family’s brand from which heritage brands can learn.
The royals boast an array of centuries-old equities. There is no one clear logo, but many visual devices that create the brand, helping create brand resonance and reinforce brand values.
Longevity is fuelled by an association with quality and a brilliant use of storytelling, amplified by significant ‘brand’ moments delivered through ceremony and ritual to create an immersive brand experience; the repetition over the generations adding depth and layers to the story while retaining an awareness of the need to remain contemporary.
But that isn’t to say that the royal family has got it all worked out.
The monarchy, like all brands, must be able to stand up to rigorous scrutiny at every touchpoint and be true to its brand promise.
When Queen Elizabeth II acceded to the throne, she made it clear that her brand promise was that her whole life, whether it be long or short, would be devoted to the service of people and the crown.
What Charles’ brand promise will be remains to be fully seen, but as the celebratory tea towels and souvenir mugs roll off the production lines, this brand junkie eagerly awaits.
Read the full article here to learn more.