Echoes of Sanctuary Mandela ‘46664’ room in Diana Flora margarine tubs?

Photo by Annie Spratt on Unsplash

Remember the Diana tubs of Flora margarine? Within months of Princess Diana’s death in 1997, the memorial fund, set up as an independent grant-distributing charity to continue her humanitarian work, did a £250,000 deal.

Flora margarine, it was decided, would carry the Princess’ signature — the official logo of the Princess Diana Memorial Fund — in order to raise £250,000 for charity.

It was all for a good cause but the Flora deal was attacked as tacky. Former UK Prime Minister John Major, legal guardian to Diana’s young sons William and Harry, publicly called for the fund’s trustees to show “care, consideration and sensitivity” in commercial deals or sponsorships.

Some might say that Princess Diana’s signature is less evocative than Mandela’s prison number.

Are there echoes in the Diana Flora margarine tubs of the “46664” room in the Sanctuary Mandela boutique hotel?

It’s hard to be sure.

Some might say that Princess Diana’s signature is less evocative than Mandela’s prison number.

Even so, it’s a very fine line between cheapening someone’s memory by cashing in on it and harnessing it in such a way it is burnished.

The art and craft of brand monetisation revolves around the principle of scarcity economics.

Let there not be too much of a good thing lest its value fall.

You might also like:

A Mandela hotel, Gandhi cushion, Diana tat: Brand monetisation is both art and craft

A Mandela boutique hotel is fine, a Mandela burger is not

The Mahatma’s role in ‘new India’ is not about his message but his brand

Originally published at https://www.rashmee.com on May 10, 2022.

--

--

--

PhD. Journalism by trade & inclination. Sign up for free email updates on https://www.rashmee.com email me at rashmee@rashmee.com http://muckrack.com/rashmeerl

Love podcasts or audiobooks? Learn on the go with our new app.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Rashmee Roshan Lall

Rashmee Roshan Lall

PhD. Journalism by trade & inclination. Sign up for free email updates on https://www.rashmee.com email me at rashmee@rashmee.com http://muckrack.com/rashmeerl

More from Medium

‘If Ukraine war grinds on, businesses should study UN’s Ruggie Principles’

A Pint is a Pound, the World Around

Fuck Israel and the Anti-Semitism Defense

Yuriy Nechayev, war volunteer on the bike