Issue 108: The Great British Rebrand
Welcome to Backstory, a weekly newsletter turning global technology shifts into a three-minute read. This week, we’re thinking about the Queen – Mary Ames, Director of Strategy
THE BIG TAKE
The Great British Rebrand
The vibrant traditions that define the British monarchy have been on full display since the passing of HRH Queen Elizabeth II this month. As the United Kingdom grieves during Queen Elizabeth’s funeral, there are larger changes taking place behind the scenes. The monarchy is in the midst of a brand overhaul as nearly everything associated with the Queen must now be associated with King Charles. From a brand perspective, there is so much to consider in this transition.
Brand continuity: From bank notes to national anthems, the UK must rebrand major aspects of its society to honor its new king. This isn’t merely moving from queen to king. What we are watching unfold is a testament to the brand strength of the British monarchy itself. The British royal family is using this transition to demonstrate its central position to the United Kingdom and its overseas territories. Lest we forget that the British monarch has powers beyond the UK from Australia to Canada.
Know your values: One key brand takeaway from this transition is the strength of knowing your brand. While this might sound simple, the monarchy has gone back to basics and demonstrated a clear connection with the monarch’s centrality in British life. The Queen’s remarkable popularity among the British public was a great starting point for this transition that King Charles will see through. There are reports that people are waiting days to pay their last respects to the Queen. Great brand execution will always come down to bringing out the brand’s strongest components and thinking ahead about any changes that might be on the horizon. That’s exactly what we are seeing on a global scale with the British royal family. Let’s check back in on this transition in a couple of months to see if any pain points took shape and what we can learn from them.
QUOTE OF THE WEEK
“Grief is the price we pay for love.”
– Queen Elizabeth II
CHART OF THE WEEK
Welcome to our new chart of the week section!
In our world awash with data, charts are a great way of cutting through the noise. We will start with one or two charts focused on economics and technology in the Middle East. This week, we are looking at the sky high cost of business class travel. The UAE is one of the world’s aviation hubs and the high cost of business class travel could mean that the pandemic is about to be a thing of the past. What do you think?
OUR VIEWS THIS WEEK
Economic horizon: Circular economies are rising. The idea of an economic model focused on reducing, reusing, recycling, and remanufacturing resources to ensure growth has transitioned from academic theory to a guiding ideology. In this piece from the Xische archive, we took a deep dive into how circular economies operate and explore the benefits the model would have in Dubai. The potential upside is staggering.
The age of pandemics: In the wake of the Covid-19 pandemic, authorities have been re-examining their preparedness for pandemics. More resources are needed for research and infrastructure to ensure the next pandemic isn’t as deadly as the current outbreak. In this piece from the Xische archive, we reviewed how the UAE is investing in medical technology to stay on top of global threats and build the local knowledge economy.
SPOTTED ELSEWHERE
Die hard floppy disk users. Who remembers the floppy disk? You might be dating yourself with the answer but surprisingly there are many people out there still using floppy disks. Eye on Design published a fascinating interview with one of the last people in the floppy disk crowd who found that old technologies still have modern uses. Take a trip down memory lane.
The booming world of leg lengthening. How far would you go for better athletic performance and additional height? Might sound like a silly question to some but there are a number of people that are going to extraordinary lengths to get taller. In this incredible piece, GQ finds that a growing number of men are undergoing a radical and expensive surgery to grow anywhere from three to six inches. The catch: It requires having both your femurs broken.
QUICK HITS
Will AI kill university writing?
How to ease the pain of modern life.
A drone perspective on the Burj Khalifa.