Most of us probably have a mental list of significant items we would place in a time capsule. It would be buried in the ground and discovered several hundred years hence by our great-great grandchildren and serve as a testament to modern life. If we were asked to take part in such a project the dozen or so items would, no doubt, convey advances in technology, science, and the arts, while others might illustrate our appreciation of our fellow nations and hopes for future generations.
It was with mild astonishment one learned that earlier this week that a time capsule buried in the grounds of the Business Design Centre in Islington, north London, contained such perfectly ordinary items as a McDonald's hamburger, a TV licence and a tin of baked beans. "This is realistic, not sad. The British public buys into the American mindset, lifestyle and entertainment industry in an enormous way," remarked Mr Marcel Knobil, chairman of the Superbrands Council. He seems to be right. A survey of 300 people who suggested 12 items that should be included in the capsule came up with four US brands. They were a hamburger, a can of Coca-Cola, a pair of running shoes and a tin of Heinz baked beans.
The British items in the capsule were hardly better. A discarded Lottery ticket, a bottle of whisky, a mobile telephone and - with a nod to Middle England - a selection of knickers from Marks and Spencer were supposed to represent a moment of significance in British culture. The London Evening Standard described the contents of the capsule as having little to distinguish them from "any other late 20th century rubbish bin." The idea behind burying the capsule was not just to represent the best of Britain in the 1990s, but also to provide a snapshot of the changing trends in national and international brands. Next week the Business Design Centre will host the Superbrands Awards to crown the single most effective brand, and the world's top 50 brands will be displayed at the centre.
"I think it is a very true representation of the brands that are key to us now," says Mr Mark Mochan, conference manager and organiser of the awards scheme at the Business Design Centre. "Brand image is the most important part of marketing and in Britain we are a little behind the Americans. In a hundred years' time, because the world is getting smaller in terms of marketing, I think we will be looking at more and more global brands and less national brands. It's a little scary."
From the world of sport to finance - Manchester United and a credit card were both represented - the capsule is a pared down version of life in Britain. Since only 12 items could be chosen it is not surprising that the items should cause a few raised eyebrows. After all this is London Fashion Week, yet not a single high fashion item created by a British designer made it into the capsule. Indeed, most of the talk among the fashion press in the early part of the week was the fact that the British-born models, Kate Moss and Naomi Campbell, had decided to stay away.
Traditionally British brands, such as red telephone boxes (some of which have just been painted black) and Buckingham Palace, now that it is charging tourists to have a look inside, also failed to get a mention. As did probably Britain's most famous brand, the Royal Family. Even the Yellow Pages business directory made it into the capsule ahead of them.
Since New Labour swept to power 17 months ago, we have heard much about rebranding Britain and selling ourselves around the world. However, the drive to drape everything in the Union Jack flag has, thankfully, given way to a much calmer interpretation of Cool Britannia, since high-profile pop stars and comics gave Tony Blair the brush-off and the government turned its thoughts to more important matters.
Despite the distinct lack of imagination in choosing the items for the time capsule, Britain is still "hot and happening," according to the retail editor of British Vogue, Ms Sophie Hedley. As the arbiters of style and supporters of all that is cool about Britain, Vogue is horrified by the inclusion of such ordinary items in the capsule. "This is an appalling reflection of what people think is the best of British industry. Maybe if one looked back at our biggest exports and worked backwards from there it would make for a more interesting comparison in a hundred years' time. Why everything has to be brought down to the lowest common denominator is a permanent cry."