The Royal Navy has embarked on its first licensing and merchandising initiative - which will free up its White Ensign logo to appear on a range of consumer products - in a bid to raise awareness. Is this the most appropriate action to take?

Anja Klüver responded:

Commercializing and branding the Royal Navy experience abstracts the whole concept of war by making it a mass-market commodity. Branded toys will certainly create awareness amongst the 4 year olds, but what about the "99.9% who need not apply"? Buy a t-shirt instead and join the club? Then we can buy "Royal Navy Sausages" to experience the real taste of battle, washing them down with "Swabby" energy drink, made with real sailor sweat. Fab!

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