Brand Britain's identity crisis

Deborah Mattinson

This article examines the current state of British identity, including results from the Social Attitudes Survey, following the referendum on Scottish independence.

Brand Britain's identity crisis

Deborah MattinsonBritainThinks

Great Britain survived a near-death experience as the Scots wavered close to a 'yes' vote, in the Scottish independence referendum, but it still faces an uncertain future. The implications for brands with an overtly British personality are far-reaching. As the dust settles after the referendum, how do Britons really feel about being British nowadays?

In some ways, it's hard to believe that the London Olympic were celebrated so enthusiastically just two years ago. Back then, a wave of pro-British sentiment swept the nation. The think tank British Future found that two-thirds of us...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands