Soft Power

Rebrand Britain— Global


Great Britain hasn’t seemed quite so great in recent years, its image damaged by unpopular wars and the banking crisis. But with the new coalition government bedded in and the Olympics on the horizon, experts from the fields of politics, culture, and academia tell us how Britannia can rebrand itself and rule the waves again.

Ben Page, Danny Sriskandarajah, Howard Davies, JOhn Jungclaussen, Julia Peyton Jones, Mami Mizutori, Martha Lane Fox, Nick Brown, Richard G Whitman, Simon Anhold, Vicky Richarson

1 - Time for a makeover

Andrew Tuck, editor

Everyone in the UK knows what lies ahead: cuts. The new coalition government has made it an urgent priority to slash the nation’s budget deficit but as yet it’s still not clear how they will lower spending by up to 40 per cent. One thing is obvious: the country is in for a dramatic makeover of everything from social welfare to the military.

The risk is that this could become the only national narrative, leaving the electorate miserable and making the country look like the land of “sorry we can’t afford…


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