Americans it is fair to say are brand conscious. Many of us not only know the name of consumer products but we also likely know what the logo looks like, i.e. those golden arches of McDonald’s or the “swoosh” of Nike. Branding becomes important to a company as it is a symbol of a reputation built up over the years. Brands connote excellence, reliability, innovation, creativity and of course market share. Corporations pay a great deal of attention to brand and branding as it is one critical key to profits and growth.
Although we often don’t think of governments and countries having a brand, the concept of a national brand does apply just as it does in the corporate sector. Our brand has in the past been based in freedom, equality, opportunity, tolerance, justice, power and wealth. Now a nation like the United States can’t maintain all aspects of its brand since circumstances change, priorities are reconfigured and most importantly democratic politics can remake a brand.
The United States is currently going through a re-branding process and it is not a pretty sight.President Trump with his 3 am tweets, his choice of advisors and cabinet members, his controversial policies, and his determination to change the rules of politics has changed the American brand, and not for the better.
There is a mountain of evidence that those outside the United States think differently about our brand or at least are confused about what we stand for as a nation. Long time allies are deeply concerned over whether we are a dependable friend, tourists are thinking twice about whether to vacation here, multinational companies are worried about the future of trade and investment, and those new to our country, legal and illegal, are fearful for their futures, if not their lives. It was probably a prank, but the Statue of Liberty went dark for awhile the other day- a symbol of our brand without the promises associated with that beautiful torch.
As any marketing executive will tell you, once you change your brand or worse yet once your brand takes a hit, market share is in trouble. Customers loose confidence; they wonder whether the product of the past is the same today. Branding changes become especially dangerous if the new brand presents a negative image and tells the buyer that all is not well.
President Trump and his minions can be criticized on a number of miscues, false starts and simply stupid policies. But what is most bothersome to me is that they have sullied the American brand and in the process remade this United States into a less attractive country with a less attractive set of values and principles.
Getting back to the old brand of the United States will be difficult and will take a long period of time. Confidence has to be restored, old values and principles have to be re-introduced into the body politics, Lady Liberty’s torch has to shine bright again. Remember when Coca-Cola changed its soda recipe and introduced the New Coke? To say the least it was a disaster. We are going the way of Coca-Cola with a dangerous branding process. Hopefully wiser heads will push the President back to the old United States of America, the country that actually stood for something rather than using the brand to make a buck.