How others see us!   No longer "hip" or "cool" but instead “ageing and dowdy”.

Speaking at Davos, WPP advertising guru, Sir Martin Sorrell, told a group of leading British businessmen that his company's research on the perceptions of Britain revealed:

“It is slightly old, and slightly stuffy, a bit traditional, and a bit formal, and it is seen as slightly upper class,” he said, describing the findings of extensive polling carried out by his company’s researchers.

People abroad asked to encapsulate Britain’s style and identity as a person did not conjure up a picture of a youthful hipster or a stalwart bulldog Brit, but rather of an ageing “sage”, Sir Martin revealed. The country was seen as smart rather than sassy, and as ageing.

“Brand Britain” may have attractions in the English-speaking world but it isn’t as strong in Asia and Latin America.

“London 2012 I think gives us an opportunity to shift the perception markedly,” Sir Martin argued. He saw “a unique opportunity over the next few years to move the reputation, to play down formality, and stress creativity and innovation”.

Look at the youthful energy coming out of India and China. Britain is up against it. The future doesn't look encouraging!