As Brexit leads to a fundamental realignment of Britain’s place in the world, Marketing Week considered the challenges facing brands that trade on their British heritage.
Annette King warns British brands to keep an open mind as to how they operate and market themselves in the post-Brexit world. “I think some of the important principles for British brands as we go through changing, possibly turbulent times, are to stay progressive, positive and socially relevant,” she says.
“It’s a very fluid situation, so brands need to have a clear strategy but also be flexible as it plays out. Make sure you’re a brand that matters. Brands matter more than ever in surprising and changing times, because you need to be able trust them – regardless of where they are from.”