Handbag, dog and hat. Brand analysis of a large company.
We are currently following the media hype surrounding the late Queen with respect, admiration and, yes, a little bit of envy. What a brilliant achievement in terms of PR, brand management and strategic control is revealed here once again – as a brand agency, we simply have to acknowledge this. Chapeau.
Dog-friendly company
However, this is nothing new; even the indestructible royal clan refers to itself as “the firm”. But now that everyone seems to be freaking out, even here in the demonarchized zone, buying corgis and holding tea ceremonies with étagère and scones at 4 p.m., let’s take another look at the phenomenon of the “royals”. The exciting question is: can we learn anything from them?
Yes! Here we pick out three aspects that the royals can simply do and that we are happy to share with you:
- The brand: Everyone is aware of the value of their brand. That’s half the battle. And although the monarchy basically has no function, at least none that is immediately obvious to us here in Germany, the brand stands established and secure, like a gnarled old tree. Nobody in the “company” would think of bending or replanting it. Because it is still bearing splendid fruit, to stay in the picture. When in doubt, like Harry, you take the decision to reinvent yourself, i.e. to spin off. Well done!
- The strategy: Allegedly, the royal strategy for success is: “Never complain, never explain”. Not complaining or even moaning, that’s for sure. “Never explain” can be translated as follows: do not give any explanations, perhaps even no justifications. This aspect is very interesting. Those who explain nothing remain unassailable, invulnerable and, above all, mysterious. Thrilling! You can’t help but get excited, on all channels. Well done!
- The corporate design: Just as Germany’s most famous gummy bears have never changed, the royal tam-tam has remained authentic and unmistakable through the ages. The castles and ceremonies, the protocol, the language, the clothes, the Queen’s hairstyle and the bearskin of the guards at Buckingham Palace. And of course the dogs! The corporate design shapes and carries the image of the machine, the “firm” as a safe and reassuring constant. What it looks like on the inside is something completely different. When a documentary about the everyday life of the royal family was filmed in 1969, it had an interesting effect: the people didn’t want to join us at the dinner table, they wanted glitz and glamor. That is the achievement of this CD: that it is subtle and strong, can withstand disasters, can be ironed out and protects the brand essence. Well done!
Do you also have a special company? We are happy to support you with brand management.
Do you want to bake original scones? Click here for the recipe.
