The monarchy is under pressure. Ongoing scandals and waning support from a younger generation suggest an outdated institution with little relevance to the modern era. Enshrined in pomp and pageantry, the coronation weekend is a golden opportunity for the monarchy to demonstrate its ongoing value to the British public.
The three days of the coronation weekend, May 6-8, will be filled with activities that could strengthen the monarchy’s image and brand. Festive events like this promote “feelings, fantasy and fun”, which are all key aspects of the most compelling consumer experiences – and make no mistake, the coronation is a consumer experience.
Each day has been cleverly designed to inspire a range of feelings and responses that encourage people to engage with the royal family brand. Such engagement is crucial, because a constitutional monarchy such as the UK’s depends on the support of the public for its continued existence. Nowhere is this more clearly illustrated than in various Commonwealth countries distancing themselves from the British monarch as their head of state.
