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With the British government now able to count itself among the few countries sporting a coherent identity programme, a follow up to my 2009 post on the subject.

A report published in September 1997 found that Britain’s image abroad was one of a backward looking country. In the eyes of consumers we produced goods of poor quality, while potential tourists saw a country were they would encounter bad weather and shoddy bed and breakfasts. Britain needed a new identity, but the country was unsure where its identity actually lay.