If you have your doubts about Americans and their Anglophilia, just google news for the visit of Queen Elizabeth to Jamestown, Virgina, for the 400th anniversary of the establishment of the colony there. More than 7,000 are reported to have turned out in misty rain to catch a glimpse of her visit, and The Commonwealth of Virginia held a special joint session of its General Assembly to receive her. The Queen's prepared remarks included important statements on diversity in our two countries and the impact of changes in our societies over the last 50 years since her visit to commemorate the 350th anniversary of the settlement. The six-day visit includes a State Dinner with President Bush.
Touchingly, Her Majesty also visited with three survivors of the Virginia Tech shootings and was quoted by the Associated Press as saying, "My heart goes out to the students, friends and families of those killed and to the many others who have been affected. On behalf of the people of the United Kingdom, I extend my deepest sympathies at this time of such grief and sorrow."
American’s fascination with the Royal Family should serve as a touchstone for UK brand marketers with aspirations to enter or expand in the US market. To a certain extent (and this will vary from brand to brand), this is a powerful resource from which to establish brand differentiation and superiority. Automakers Jaguar and Aston Martin have done very well by asserting and building on their UK roots to create a special place for their brands. The cosmetics and skincare line brought to the US by Boots, however, builds almost nothing distinctive in its displays within our CVS chain of drugstores (a very middling retail environment to be sure).
For new entrants to the market, the weakness of the dollar is a high hurdle to jump. I can only repeat what we’ve said here before: if your business can at all make sense with a weak dollar, when its strength returns your margins will be enriched.
God Save the Queen!
