Managing extreme old age – the prince is 96 – is a new challenge for the monarchy, but only one of many that this extraordinary institution now has to confront. That was when the Palace, and notably Prince Charles, learned about corporate brand management, and they have become masters of its arts. It is almost as if the plan is to present the world with a buy one, get two free monarchy. But throw in William and Kate too, and it’s a proposition: a brand reinvented, the future embraced but the past respected. The real questions about monarchy go beyond PR, but by straightening out their image the royals have quelled any clamour to raise them.

Source: The Guardian August 04, 2017 17:48 UTC