To summarize a very livid and complex debate, Britishness has acquired either a bad or a staid name, depending on whom you ask. Tourist regard Britain as one, huge museum of slightly comic traditions. This as opposed to the sitcom image of white, protestant and imperialist. Paradoxically, to be British might mean to be less and less British. The Sports Minister called lately not to play the anthem and not to wave the British flag on international sports occasions.
People think that less nationalism means more trade and less war.
True, branding has to be somewhat correlated to reality. Otherwise it might prove embarrassing and distract the authorities from their true functions. None of these advantages is properly brought to the attention of the world. Macedonia comes to its attention only when ethnic tensions erupt. To thrive, this crucial handicap must be radically altered.