Or: Why sometimes “just a scone” is never just a scone.
This week, the National Trust’s social media team did what many of us dream of doing: replied to an email opener with a dash of humour and a dollop of sass.
“Hope you're well.”
Regrettably, I'm not sprawled in a garden listening to the gentle trickle of an 18th-century fountain with a scone in each hand, so no, your email does not 'find me well'.
- directly quoted from the National Trust Facebook post, 7/8/25
Gold. Social gold. The comments rolled in. People loved it. A rare and delightful moment of levity from a large organisation you'd expect might keep its humour politely hidden behind stone walls and heritage plaques.
But just as the crumbs of laughter were settling… a very different kind of reaction began to rise.
Enter: Sconegate
Just over a week ago, news broke that the National Trust had announced a move to replace freshly made scones (along with other goods) in some of its cafés with cheaper, pre-packaged alternatives — as part of wider cost-saving measures.
Cue public outrage.
Because while the Trust is best known for its historic properties and beautifully kept grounds, for many visitors the café experience is part of the ritual. The warm scone, the clotted cream, the jam (yes, we’re a jam first studio) — it’s not just a snack. It’s a symbol. A sensory moment that stays with people.
Some even skip the house and gardens entirely and head straight for the tearoom.
So what’s the big deal?
To a finance department: a cost saving.
To a marketing team: a brand misstep.
To a loyal visitor: the erosion of something they cherish.
This is where marketing and brand strategy must be given a seat at the decision-making table. Because not every decision can be made by spreadsheet.
When finance leads and brand follows, you risk cutting the very thing that creates connection — and it’s connection that turns customers into ambassadors, and visitors into lifelong fans.
Brands are built in moments
Freshly baked scones. A helpful volunteer. The memory of visiting with a grandparent. The smell of old books and log fires. These are the things people remember — and return for.
Brands don’t just live in mission statements. They live in experience.
And when you take away something people love — especially quietly, and especially to save a few quid — you risk losing more than margin. You risk losing trust, goodwill, and the emotional glue that makes your brand matter.
A lesson for all businesses, big and small
You don’t have to be the National Trust to learn from this. Every small business owner knows the pressure of rising costs and hard decisions.
But let’s be clear:
Your brand is not fluff. It’s not optional. It’s everything.
It’s the reason someone chooses you. It’s what they remember. It’s what they recommend.
So next time a “money-saving” idea pops up that affects the customer experience — pause. Ask yourself (and your team):
What are we cutting — and what might we really be losing?
And maybe, just maybe, before ditching the thing people love… call your brand strategist first. Or Rory Sutherland.
P.S. If you’re a small business trying to grow without cutting corners — we’re here for it. Let’s protect your brand, not just your budget.
