The M&S 125 year celebratory ad talks about how M&S has changed the way we do things: the way we eat, the way we dress, the way we treat our planet. People or companies that achieve progress have done so by getting a critical mass of people behind them. How do they get people behind them? Through effective communication of ideas and beliefs.

We have been speaking a little more about being a role model lately. The Co-operative has done it with their ‘Good for Everyone‘ campaign and Nationwide has done it by reminding people of their ethical heritage. Perhaps it is the new focus on ethics brought on by the financial crisis that is prompting brands well regarded in society to remind us about their progressive and ethical heritage.

M&S is ranked as a hero in the Civil Branding Index, which indicates that it is a leader in promoting progressive ideas toward a more civil society, and has a licence to demonstrate their heritage to society. As people are pointing out, this M&S ad is not dissimilar to the recent Sainsbury’s 140 year celebration. In the Civil Branding Index, Sainsbury’s is doing well, ranking as an advocate, but not yet a hero.