I studied at the #1 marketing school in the world, worked at a major advertising agency, and have been consulting in marketing for over thirty years. So I know a little about branding. Brands have a life, an identity, a personality, and an authenticity & believability profile.
What I care most about any brand is upon the mention of the brand, what first comes to mind in the minds — of not only its target audience — but the general population. The first gauges the foundations of brand loyalty, the second, the potential appeal of the brand that is yet untapped.
On this topic, I recall my trips to Europe over the years. The first was in 1978 after graduate school. As I traveled Europe and disclosed my city of origin — Chicago, people would often smile, and mime and simulate the sounds of machine guns. They might even exclaim, “Al Capone!”. In 1996, it was different. Many Europeans — and for that matter, lots of people in Central and South America — would grin and say “Michael Jordan!” Bulls jerseys were ubiquitous. I felt better to be from Chicago and the United States of America.
Things are changed again now. Recently, Amnesty International issued a “Travel Warning” for the USA. (https://www.amnestyusa.org/press-releases/global-human-rights-movement-issues-travel-warning-for-the-u-s-due-to-rampant-gun-violence/)
This time, it’s more than Chicago. It’s the entire USA. And it’s automatic weapon time again. We are the new “killing fields”. Our brand is no longer “The land of the free and the home of the brave” or a country that enjoins “Give me your tired, your poor, your huddled masses yearning to breathe free.” Our brand is now “The land of mass shootings” and the place where “the tired and poor yearning for freedom are rejected or put in cages”.
In marketing, we would call the USA a mature brand in its end stages — its death throes.
One ray of hope … Maybe the adverse effect on tourism, trade, and good will might result in financial consequences so harsh that it will force us to reevaluate our newfound perverse priorities and to reexamine what made us “great” in the first place … And turn back to the light of liberty, freedom and compassion.
#branding #freedom #USA #socialjustice #compassion #politics