Keep Calm and Carry On: A Marketing Phenomenon Born from Chance

In 1939, a chance discovery by Stuart Manley in an old box of books led to the creation of a marketing phenomenon that would go on to inspire countless imitations worldwide. The phrase 'Keep calm and carry on' became synonymous with British stoicism and resilience in the face of adversity.

Manley's little side venture started when he framed the vintage poster bearing this message, which had originally been designed by the British government during World War II as a piece of propaganda to boost morale. Initially hung by the cash register in his secondhand bookshop in a disused Victorian train station in northern England, the poster soon became a conversation starter among customers.

The response was overwhelmingly positive, with many admiring the classic design and stoic message. However, Manley's wife Mary was hesitant about commercializing their find, fearing it would detract from its original purpose as a piece of historical propaganda. Despite this, Manley started selling copies of the poster behind her back, leading to an acrimonious feud between the couple.

Over time, the phrase 'Keep calm and carry on' became a global phenomenon, inspiring countless parodies and spin-offs, such as 'Keep calm and kill zombies.' The original poster's logo featuring the British crown has become instantly recognizable worldwide. It is no wonder that this piece of advice has seemed so apt, or so frightfully ironic, in times of crisis.

Today, 'Keep calm and carry on' remains a powerful symbol of British resilience and determination. Whether used to promote products, inspire people, or simply provide comfort during difficult times, the phrase continues to endure as a timeless reminder of the importance of staying calm and carrying on, even in the face of adversity.

Keep calm and carry on 1939