The NRA is planning its own advertising campaign, but despite being one of the best-funded lobby groups in America its spending is unlikely, for the moment at least, to rival that of Mr Bloomberg, he adds.

BBC: Michael Bloomberg funds $12m US gun law campaign

So unless the government can concoct a new image that accurately reflects the best of modern Britain, its rebranding campaign will achieve little more than lining the pockets of the advertising and public-relations industry.

ECONOMIST: Will New Labour succeed in reinventing Britishness?