Britain: 3rd World and Proud

The big news this week has been the Pope’s visit, albeit more in cynical anticipation than anything else (excuse to post this: http://twitpic.com/2op1lp). Joking aside, most interesting was the description of the UK as a ‘3rd world country’ by one of His Holiness’ aides. The term 3rd world has its origins in the cold war and was a term that emerged to describe all those countries which aligned neither to the West or the USSR.

My thought for the week is that we are a 3rd world country (in its true sense), but that this is a great thing for us, British brands and British businesses. Here's why:

As a nation, we are a beautiful melting pot of tradition and futurism. We are both contemporary and traditional, creative and formal, soft and hard.

Critically, though, we are less 'attached' than we have ever been. Despite talk of ‘special relationships’, signs are that we are seeking renewed relations with new world powers (China and India) but not at the expense of existing friendships in the US and Europe. As the New World Order sets in, our world-leading creativity and our balance between our heritage and our future positions us perfectly to take advantage. Being 3rd World means that we are unattached, flexible and well positioned for an era of ‘soft power’ (read Monocle’s September issue: monocle.com). At the moment, I’d take 3rd world over 1st or 2nd.

In five – what being 3rd world means for (British) brands:

1. Contemporise your heritage: understand what it is about your brand’s heritage which has potential to be reinvented for contemporary audiences.

2. Embrace subtlety: the New World Order is about soft power and cultural influence so understand how your brand can ‘nudge’ not push.

3. Surprise us: a benefit of being ‘unaligned’ is that it allows you the freedom to choose an innovative path – explore new channels and techniques with abandon.

4. Explore Britishness: look at how Britishness is being redefined through TV, Film, music, fashion, art and design and work out where your brand fits culturally.

5. Draw on other cultures: Britain has a rich history of association with New World economies – be inclusive of diaspora communities and draw on cultural influence in your marketing.