KEN BANKS’BLOG JULY 2023
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LONG LIVE THE BRAND!!
We were pleased to make a stopover in London and Southampton, England this month on our way to Norway. It’s always interesting to visit an area with so much history and one that has had such an influence on the US. Of course, the UK has been very prominent in the media around the world the past couple years with the passing of the queen and Prince Phiip, the coronation of King Charles, the ongoing stories of Prince Harry and Meghan, the many other news stories covering the royal family, and the ongoing political scene in Parliament and the other UK countries. One thing for sure, the monarchy in the UK certainly is a brand that has been around for centuries and continues to be relevant to its follower in the present.
It’s interesting to see that the longevity of the monarchy can be attributed to the same principles that long-term successful brand follow in maintaining their loyal customers. As I look at the five-step process that I have presented and followed during my marketing and speaking careers, there are certainly similar steps that the royalty and its brands have followed.
First, a successful brand starts with the creation of the vision. Marketers must decide on what their product or service is and how it will be better than similar products and meet the changing needs of their consumers. Centuries ago, the monarchs in England had a vision for an empire that would not only expand around the world but also provide the goods and services that were unavailable in their relatively small island in the north Atlantic.
Next, research is necessary to determine who the customer is, why they would want the brand, what other brands provide similar benefits, and can the new brand (or improved one) can meet these criteria. The British Empire did its research through exploration of the world. They searched other countries and peoples to learn what they had that could benefit their subjects and then set up a presence with the logistics to have these outposts provide what they needed.
Third, a brand must have a communications plan that will inform the population and ruling bodies as to what the product or service is, what benefits it provides, and what value the consumer will find by purchasing and using the new brand. While the British explorers often conquered their new subjects and dictated what they would provide, they communicated through other explorers and then printed documents why British rule was beneficial to both the subjects in the new territories as well as to the English subjects.
Fourth, these communications not only had to be creative in order to appeal to the target customers, but they must follow a well=designed plan that is effective and that can be adjusted to meet changing or unforeseen stumbling blocks to the brand’s success. England’s leaders were diligent in developing their plans for the empire. They realized that to rule countries thousands of miles and several continents away, there had to be a plan to establish a presence but also to implement the desired benefits for the long term.
Finally, for a brand to continue to be successful, the product and the people responsible for delivering it and its benefits must live up to the brand every day. A brand that is not reliable or does not perform as promised is doomed for failure. Promising a pleasant shipping experience and then not training or hiring people who understand and are passionate about delivering on that promise will result in even the most comprehensive strategy and most creative marketing plan being a quick failure. The monarchy has a long history of negative actions and publicity but somehow has endured in the loyalty and traditions of its populace. Evidence of this exists in the huge turnouts for the funerals of Queen Elizabeth II and her husband. Millions around the world tuned in for the coronation of Charles III. The ratings of the Netflix movie about Harry and Meghan and The Crown series, as well as the sales of Harry’s book “Spare” are evidence that despite its diminishing relevance in government, the monarchy is a brand that still resonates with the people.
Ken
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