An interesting question was posed to us in the office this morning: what has been the best brand repositioning from the last 10 years? Immediate thoughts were around the obvious; Apple, Skoda, mobile phone technology. But when Paul suggested the Royal Family that got us all thinking.
Although we can’t walk into a shop and buy some ‘Monarchy’, They are quite clearly a brand that has managed to reposition themselves within the public’s hearts.
Most of this is down to William and Kate, the hype around the Royal Wedding and the ‘what will she wear’ conversations that dominated a lot of last April (not to mention the bonus bank holiday we all got!).
But on the whole the perception of the Royal Family has changed, given the advances in media recently we are given more access to their lives and therefore see them as people. Buckingham Palace and individual members of the family have Twitter accounts (as well as many spoof accounts) and 51,386 like The Queen on Facebook. TV cameras are following the Queens activities and interviews with her Grandchildren recently shown in a BBC documentary help us see the day to day lives and the hard work they do.
In the run up to the Diamond Jubilee the team around the Royal family have opportunity to cash in on the hype even and help secure their position as a the British Brand.
The balcony kiss (image via Associated Press).
