"This 'we' is an increasingly fashionable device, long used to represent the civilised West against dark forces, now used to great effect in the promotion of something called 'New Britain'. Born on the day Tony Blair took office, New Britain is the latest attempt to breathe life into the Victorian notion that 'we' are a single nation with a single identity. Class distinctions that ensure whether or not you have a job and how long you live have no place in this ' kinder, gentler land', where '...Michael Heseltine and a former miner will embrace each other because they are both Welsh (and ) people will have more say over their own lives so long as that doesn't mean selecting their own political candidates or cramping their employers style.' 'Culture' is everything: style and image 'make it happen'; populism is democracy. The self-promoting marketing agency Demos, a source of many New Britain stories, offers 'principles for culture changers'. 'Be distinctive', it advises. 'Seventeen out of twenty brands fail - usually because the brand doesn't have very much 'brand recognition'; it is vital to isolate a unique selling proposition.'"
John Pilger 'Hidden Agendas'