Hearts & Minds: Stop branding UK tech as Palo Alto’s little cousin

This is beginning to get confusing. The UK already has ‘Silicon Fen’ north of Cambridge, ‘Silicon Gorge’ near Bristol, ‘Silicon Roundabout’ at Old Street on the edge of the City, ‘Silicon Glen’ in Scotland’s Central Belt. Now, it’s to develop ‘Europe’s Silicon Valley’ between Oxford and Cambridge. There is something repeated and unoriginal here, and it’s that word, Silicon. There’s only one, can only be one, Silicon Valley and that’s in California. It’s home to a vast, sophisticated eco-system of tech innovation and university, together with a close network of specialist service providers in IP advice, finance, law and comms.

To try and replicate it and borrow the name is, as any CEO and their branding, marketing and comms teams know, ludicrous. At best, this ersatz version will never be more than second-best. To suggest otherwise is plain silly. As Oscar Wilde said: ‘Imitation is the sincerest form of flattery that mediocrity can pay to greatness.’

That’s not say Britain is not a major player in tech, able to lay claim to being a European leader. It is, but to invite comparison constantly with the world number one is belittling and damaging. UK tech needs a new character and identity, one that plays to unique strengths and qualities. It’s what any CEO would demand: a name that truly encapsulates what we’re doing and striving to achieve and sets us apart. It should be one that we can sell to, that we’re proud to serve and is instantly recognisable. It’s who we are and it’s all on our products, premises, advertising, caps, flags, everything. Naming yourself after the outright champion is, to say the least, uninspiring.

This is where it matters because tech is about creating and launching start-ups, developing ideas, harnessing and nurturing and bringing them to the global stage. All this is conducted at a ferocious pace, in a super-competitive international environment, drawing on brilliant brains and business talent. Palo Alto’s little cousin will not wash. Britain’s tech entrepreneurs have every reason to despair.

It’s not to knock the government’s ambition in this area. That’s to be welcomed. It’s saying that something else is required. As any smart CEO, faced with such a proposition, would insist, fresh brainstorming, further thinking is required. They know the answer to the question, what’s in a name? It’s an awful lot. Laziness won’t do. So, urgently wanted: a new name for Britain’s tech hub. Answers via email.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.