A few weeks ago shortly after the Queen’s birthday I posted a blog on how the presentation of the Monarchy has mutated in response to changing social conditions. I concluded by pointing out that the Monarchy is now essentially a corporate brand in the same way as, for example, Ford cars or Cadbury chocolate as numerous academic and business studies will attest (for example see this study by John Balmer). Furthermore, marketing experts have known for a long time that people select brands and brand culture in order to construct an identity of the self (many goods such as phones or clothes are almost solely presented as a ‘lifestyle choice’). This has led to a reliance on the monarchy by a greater or lesser proportion of the public for the maintenance of at least a portion of their own identity. The result is a family, the Windsors, being psychologically addicted to privilege whilst a great many people are dependent on that behaviour in a form of co-dependence. Most examinations of the monarchy have missed this aspect and studied the institution from the point of view of social mobility, constitutional law or political science. All the while Buckingham Palace courtiers have busied themselves with the corporate marketing exercise (that the Queen herself clearly understands this important fact is underlined when she calls the royal family ‘the firm’). Once this is appreciated, a major aim of UK republicanism is clear. We must deal with the issue of identity and ensure that we replace monarchy as an integral part of the identity of ever greater numbers of British people. To do this we need to effectively recover or build afresh symbols, myths, images and events which offer superior value to the royal ones.
The Corporate Brand nature of the monarchy goes a long way to explaining why royalists frequently love the superficiality of a birthday party which leaves republicans cold, for whom the issues are deeper, running to equality and the rational accountability of power. An irony of the situation, as Balmer in the above article noted, is that if they are not the subject of debate then organizations can decline and die. The problem for royalists is to guide that debate in a controlled manner to exclude ways in which we can reorganise our Head of State and upper echelon of Government into a more democratic and accountable system. It is a typical royal tactic for example to encourage debate on such aspects as whether precedence should be changed to allow the oldest child, if female, to be heir to the throne or the fact that William should be allowed to marry his live-in housemate Kate rather than a sourced ex-blueblood. It is the responsibility of all republicans to frame the debate on our terms and give the royalists more debate than they can handle!
2 thoughts on “A Major Task of UK Republicanism is Dealing with The Monarchy Corporate Brand”
Class and Brand Identity studied in relation to NIKE shoes. Accept the idea but look at the failure of TESCO which emphasised brand purchase [Semiotics] as a flag of class. Now Aldi sells goods not brands. Royalty Hope their fandom goes with the death of the Monarch
Thanks for the comment. I would absolutely agree that different companies use different mixes of elements in their marketing (some of which have bombed!!). The point I wanted to draw out was that the fact that Buckingham Palace use these techniques and not to acknowldge them puts republicans at a disadvantage.