Is the Scottish Referendum an opportunity for brands?

With one of the most exciting and nerve-racking domestic political events of our lifetime looming, both those north and south of the fragile border await the due process of democracy.

Marketing often fastens itself to current events within the social atmosphere, to hijack a trending mood and piggy-back a brand to social relevance – and the referendum is stirring up quite the topical storm.

So, what could the impending referendum mean for brands?

The momentous event that is deciding the future of your country’s fate is fostering an exciting mood within Scottish borders, this should be triggering marketers to react and respond to the contentious topic and cultivate the current mood into gains for their brands.

“These are questions that concern the future livelihood of their business and brands. What may previously have been considered unimaginable has now become realistic to consider. What a great opportunity,” writes Matthew Charlton, CEO of Brothers and Sisters, in The Drum.

“This kind of profile clearly offers a real opportunity for anything Scottish to capitalise on greater global profile than has been the case in the last few decades. The whole debate and exposure gives brands with any sense of ‘Scottishness’ the opportunity to stand out from the generic UK crowd. Highland Spring, Walkers Shortbread and Baxter’s Soups come to mind immediately,” he added.

Charlton affirms that brands should build on the growing sentiment being created as a by-product of the potential divorce of our two nations.

“I am definitely envious of the new pathways this sentiment opens up for the creative brains behind Scottish brands such as Tennent’s or Irn Bru”, he said.

Scotland has gone to extreme lengths to brand itself, with the upcoming referendum preceded by the 2014 Commonwealth Games in Glasgow and the Ryder Cup. Both events hosted on Scottish soil will further bolster the country and all businesses and brands within  should shine under the spotlight of the global community.

“Let’s not forget that the newly alive brand that is Scotland will have things that many marketers spend years trying to achieve: increased awareness, an enhanced sense of identity and clear differentiation,” Charlton comments.

However, the public attitude to independence is very divided (some would say very equally) would brands really want to associate themselves with one side of the argument and risk alienating themselves from a large proportion of their consumer base?

The outcome of the UK is in the hands of those living in Scotland – the output of related branding is in the hands of marketers – both will make for highly interesting viewing.

Better together or not, we’re watching you marketers.