Posted on 08/15/2006 6:45:52 PM PDT by blam
Royal Navy sells White Ensign as 'cool' brand
By Stewart Payne
(Filed: 16/08/2006)
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 White Ensign could appear on clothing and computer games
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.
In a declining youth population the Navy had to fight for its place in attracting new recruits, he said. "By placing our brand on selected, quality products we hope to increase awareness of the Navy."
He added that it would not allow its logos to appear on alcohol, tobacco, knives or violent software games.
"I am the taste police for this and answerable directly to the First Sea Lord for protecting the Navy's reputation," Capt Warren said. He denied that the exercise was simply a backdoor route to raise money in the face of defence cuts. "This is not really about money, although the use of our brand will come at a price. But money raised will not be used on procurement or manpower but will come back into my department, Defence Public Relations, Navy, for further PR and recruitment campaigns."
The Navy has entered into a partnership with the marketing group IMG, which will identify merchandising opportunities. Top of the list of Navy "brands" is the services logo of a fluttering White Ensign on a blue background with the words Royal Navy and underlined with a red bar. So-called "sub brands" include the flash and dagger of the Royal Marines Commandos, the leaping dolphins of the Submarine Service and various badges and devices.
Simon Cresswell, IMG's vice-president of licensing, said: "The Royal Navy has a very positive image, as its recent involvement in Lebanon illustrates. We want to get this across to young people who are active, involved and outgoing - the sort of people the service would hope to attract."
The campaign would engage young people who otherwise might have no contact with the Navy.
He said the scheme was at an early stage and the cost of using the Navy brand had not yet been decided. "It would differ depending on the product. But, in time, we could be talking about millions across the whole range."
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.
The products would not include any direct recruiting but the use of the logos would encourage "aspiration" in young people, he said. The Royal Navy brand has a "unique combination of history and heritage and ongoing currency and an exciting, certain future beyond the like of most brands".
The RAF had already embarked on a similar exercise but the Army had yet to do so, he added.
Adml Sir Jonathon Band, the First Sea Lord, said: "In looking at new ways of communicating with our audiences, licensing and merchandising our brand and placing it firmly on to the high street is an exciting and obvious area to try to exploit."
"England expects that every man will do his duty." Admiral Horatio Lord Nelson at Trafalger. He must be spinning in his grave.
""England expects that every man will do his duty...as long as he gets an iPod with the White Ensign printed on the back." ;)
I can only surmise what King Alfred thinks.
White Ensign Rum...kinda has a ring to it...
That is a cool looking flag. Kinda reminds me of the Confederacy's 3rd national flag.
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