Now that the famous blue box has been travelling through the time vortex for over 60 years on our televisions it’s created somewhat of an iconic reputation within the UK and now worldwide thanks to Doctor Who’s partnership with Disney+.
But why is it so iconic? And what can this tell us about brand heritage?
Nostalgia is everything
The BBC’s favourite police box has been piloted from a vast array of actors from William Hartnell in 1963 to Ncuti Gatwa in 2024. That’s over half a century of seeing the same spaceship materialise onto our screens which of course has cemented it with a high-level of nostalgia.
The nostalgia the TARDIS represents shows brands of today why it’s important to stay true to the foundations of the external side of their brand to create a memorable reputation. Memorability is king for any business because it means less effort is required to get visitors to your website and hopefully meet that projected sales target.
People don’t always like change
As humans we’re programmed to not always like change whether that be lifestyle, career, or family circumstances. This reigns true for many brands.
How many times have you seen a brand new logo launch and prefer the old one? Aston Villa FC recently released one that looks so similar to Chelsea FC’s and many Villa fans aren’t pleased with that judging by some online reaction.
Now look at the TARDIS, it’s stayed the same battered old blue box for a reason all this time.
Many Doctor Who showrunners have hinted in the past about getting the chameleon circuit fixed so that the TARDIS changes form to other everyday objects and buildings, but none have been so bold as they know there would be uproar in the fandom.
When Russell T Davis brought Doctor Who back in 2005 he stated he never even considered changing the TARDIS exterior because he adored seeing a blue box on his TV set since the 1960s. With millions of new Whovians on board since 2005, it’s clear that this was a correct decision. Well done Russell.
Consistency is key
Now that there’s over 40 series of Doctor Who available on BBC iPlayer it’s incredible how consistent the TARDIS has featured in almost all of those episodes. It even had cameo appearances on the spinoff shows, The Sarah Jane Adventures and Class.
Merchandise and different media formats are also bolstering the image of the TARDIS across the cosmos, constantly reminding us that this plucky blue box isn’t going away anytime soon.
Brands must maximise their marketing communication efforts but ensure high levels of consistency so the campaign(s) don’t contradict each other and consumer’s aren’t confused by the actions and representation of a business.
Digital marketing communication methods such as website, PPC, and SEO are all elements Eighteen can assist you with to maximise your online brand exposure.
The Brand Heritage Model (The TARDIS)
The Brand Heritage Model was introduced by Urde in 2007 and looks at five different factors of a brand to understand how strong the brand’s heritage is. This helps tie up this topic in a neat bow and showcases the power of the TARDIS in terms of it’s image;
Core Values: ‘Time and Relative Dimension in Space’.
Longevity: Since 1963 (but blue boxes were on the streets of England even before that!).
Track Record: Doctor Who gains over 3 million UK viewers each episode.
History: The iconic blue box has been piloted by the following actors; William Hartnell, Patrick Troughton, Jon Pertwee, Tom Baker, Peter Davison, Colin Baker, Sylvester Mccoy, Paul Mcgann, John Hurt, Christopher Eccleston, David Tennant, Matt Smith, Peter Capaldi, Jodie Whittaker, Jo Martin and Ncuti Gatwa.
Use of Symbols:
If Eighteen had a time machine we’d certainly use it to reach more clients by materialising in their offices and receiving trespass fines!
