Whatever economic climate us Brits have to weather, there is always one thing that never wains and that’s our patriotism for all things British.

The 40,000 people who put forward and voted for the building they were most proud of in our recent ‘Building with Pride’ campaign for Wickes (Speed client) is just another example of the power ‘Britishness’ can have for the right brand.

The value of a brand’s Britishness or heritage still holds resonance today, as long as brand guardians are devising creative and engainig ways to communicate it.  This ‘pot of gold’ territory will help to keep loyalty and above all peoples’ trust – which in today’s climate is something that all brands need to harness more than ever if they are to come out the other side.