, Columnist
Brand Britannia and the Marmite Monarchy
What Queen Elizabeth II’s death tells us about the future branding of “The Firm.”
Charles III, new creative director of Brand Britannia.
Photographer: WPA Pool/Getty Images EuropeThis article is for subscribers only.
Assessing Britain’s monarchy as a brand might, to some, seem superficial — even sacrilegious. But not to the royals, who have seen themselves as a family business ever since George VI nicknamed them “The Firm.”
Setting aside the semiotic parallels between flags and logos, anthems and jingles, mottoes and taglines — the British monarchy is a global brand, and the Queen was its brand ambassador.