Royal Navy sells White Ensign as 'cool' brand
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Royal Navy sells White Ensign as 'cool' brand
From the Telegraph, 16 Aug 06:
The Royal Navy is selling its trademark White Ensign logo to appear on products ranging from clothes to computer games in what it says is an attempt market its "quality brand" to potential young recruits.
The Senior Service hopes that by licensing the use of images, including those of the Royal Marines Commandos, Fleet Air Arm and Submarine Service, on high street merchandise it will raise awareness of the Navy as a career prospect among a target group aged between seven and mid-teens.
Capt Brian Warren, the Navy's publicity director, said yesterday that the marketing exercise was a deliberate attempt to appear "trendy and cool" to a young audience. "If one or two old Navy veterans have their noses put out of joint, then so be it," he said.
Simon Cresswell, IMG's vice-president of licensing ....He predicted that merchandising companies would be keen to have the logo on their products.
"It would appear on packaging and labels, not necessarily emblazoned across the front of T-shirts," he said ''The sort of items we would be looking for include outdoor clothing and footwear or board games and computer software involving strategy and initiative." High-energy drinks could be another market opportunity.
So Ppruners, what product do you think would most benefit from the White Ensign brand, and why?
The Royal Navy is selling its trademark White Ensign logo to appear on products ranging from clothes to computer games in what it says is an attempt market its "quality brand" to potential young recruits.
The Senior Service hopes that by licensing the use of images, including those of the Royal Marines Commandos, Fleet Air Arm and Submarine Service, on high street merchandise it will raise awareness of the Navy as a career prospect among a target group aged between seven and mid-teens.
Capt Brian Warren, the Navy's publicity director, said yesterday that the marketing exercise was a deliberate attempt to appear "trendy and cool" to a young audience. "If one or two old Navy veterans have their noses put out of joint, then so be it," he said.
Simon Cresswell, IMG's vice-president of licensing ....He predicted that merchandising companies would be keen to have the logo on their products.
"It would appear on packaging and labels, not necessarily emblazoned across the front of T-shirts," he said ''The sort of items we would be looking for include outdoor clothing and footwear or board games and computer software involving strategy and initiative." High-energy drinks could be another market opportunity.
So Ppruners, what product do you think would most benefit from the White Ensign brand, and why?
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Her Majesties Ensign
As a man of source bunting trade in the RN, what on earth is going on! You never know it may become the next trend for CHAVS to walk around flying the flag for us! The next Burberry maybe?
"The report I read in the Metro said that rum was one thing they were looking at."
What - sort of like this, perhaps?
Where do the armed forces get these commercially unaware little opportunistic dickheaded ideas from?
What - sort of like this, perhaps?
Where do the armed forces get these commercially unaware little opportunistic dickheaded ideas from?
I believe that there is a brand of 'extra strength' condom particularly well suited to the rigours of bottom banditry.....
I know, I know, the coat's on and I'm on my way.
I know, I know, the coat's on and I'm on my way.
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If the RN tried hard it could come up with something THIS fashionable...
YEAH the RAF "Typhoon" Cross Trainer, all the kiddies would want to be in the Navy then.
Perhaps we could call it the "Matelot Loafer"
YEAH the RAF "Typhoon" Cross Trainer, all the kiddies would want to be in the Navy then.
Perhaps we could call it the "Matelot Loafer"
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How is the Typhoon Cross Trainer selling lads??
I can just see all the cool kids on the block wearing them.
"Yo Yo Yo, check out me new Typhoon Trainers innit."
"Man, they is well fly, I is wantin' some."
"Good luck man, I ordered them years ago, they is well late, only got dem this year and they cost a lot more than I thought dey would!!"
Do we really want to attract the kind of people who would be won over by a training shoe???
I can just see all the cool kids on the block wearing them.
"Yo Yo Yo, check out me new Typhoon Trainers innit."
"Man, they is well fly, I is wantin' some."
"Good luck man, I ordered them years ago, they is well late, only got dem this year and they cost a lot more than I thought dey would!!"
Do we really want to attract the kind of people who would be won over by a training shoe???
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Originally Posted by Jackonicko
I believe that there is a brand of 'extra strength' condom particularly well suited to the rigours of bottom banditry.....
I know, I know, the coat's on and I'm on my way.
I know, I know, the coat's on and I'm on my way.
Assume the position Jacko, this will hurt me more than it will hurt you.
Besides, it only hurts the first time......................
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BEagle you cynic, only 2" different?
I thought the idea for this started off as a pair of slippers for old aircrew, but the design got changed to reflect a new role as a training shoe. What was asked for was a football boot!
I thought the idea for this started off as a pair of slippers for old aircrew, but the design got changed to reflect a new role as a training shoe. What was asked for was a football boot!
It is a matter of regret that our dumbed down culture, media and education system mean this is necessary.
Is this just PR, our could it generate some income? What products or services might be suitable? Any ideas? Sensible or otherwise?
Is this just PR, our could it generate some income? What products or services might be suitable? Any ideas? Sensible or otherwise?
Last edited by WE Branch Fanatic; 19th Aug 2006 at 12:46.
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Oh God.....another PR masterstroke. I doubt if they have carried out any market research (well, outside of the clubs and private schools anyway), and this is destined to die a quiet death. Considering we spent lots and lots of £ letting a design company redesign the flag, when they could have paid my 11 year old to do the same job, don't hold your breath for anything half decent to come out of this.
Still, perhaps the Gay Pride rallies might be a starting point for merchandise, once they have sold out of the Paul Smith t-shirts...! How they plan on stopping the RN logo appearing at rallies, etc, that they consider unsuitable, I don't know - it took them long enough to let guys march in uniform at the Pride marches, can you imagine if the ensign turns up at a BNP rally?
I can see the RM logo doing well on some stuff as Capt Warren says, but are you really going to want a White Ensign on the back of your boxers?
Still, perhaps the Gay Pride rallies might be a starting point for merchandise, once they have sold out of the Paul Smith t-shirts...! How they plan on stopping the RN logo appearing at rallies, etc, that they consider unsuitable, I don't know - it took them long enough to let guys march in uniform at the Pride marches, can you imagine if the ensign turns up at a BNP rally?
I can see the RM logo doing well on some stuff as Capt Warren says, but are you really going to want a White Ensign on the back of your boxers?
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I fear the RN is going to regret this in the same way as the RAF did with Lambretta, Ben Sherman, Next and Paul Smith. The roundel is no longer associated with the RAF in the minds of young people; indeed, I'm sure the new RAF logo simply makes them think we're sponsored by such a company!
Does the RN really think that it can increase recruiting by devaluing its most recongisable symbol? This will either be an expensive flash-in-the-plan, or a long-term decline in the White Ensign's status as a unique symbol of the RN.
The only way for us to make sure young people are aware of the Forces is to do what every other country on the planet does, and teach them at school about what we do for the country and the world.
Does the RN really think that it can increase recruiting by devaluing its most recongisable symbol? This will either be an expensive flash-in-the-plan, or a long-term decline in the White Ensign's status as a unique symbol of the RN.
The only way for us to make sure young people are aware of the Forces is to do what every other country on the planet does, and teach them at school about what we do for the country and the world.
Suspicion breeds confidence
What on earth is the point of spending money creating a brand for an outfit that doesn't sell anything? Is anyone you know going to ask for "RN Brand" socks or shorts or shoes? They would be better off spending the money making the relevant websites more informative and less clunky. 