America as a Brand
Can it be saved?
by John Van Dyke
How would you judge America as a brand?
I cannot help but think about America the brand. Leaning on my background as a designer and having worked with companies to establish and promote their brands for a number of years, I wanted to understand what people thought about their country and lives in the aftermath of the 2016 election. Since 2017 I’ve traveled around the country discovering for myself who we are, looking at our places, many that were once the backbone of America. Places we called the heartland, places that built things, places that provided resources. I talked with a lot of people, and it became clear to me that the brand we call America has been diminished in the eyes of many. My inner designer kicked in, it was as if I was on assignment to measure customer satisfaction and recognition of products and services. The brand America fell short, it had not delivered as promised for many, I could sense it, even if they did not tell me. There was nostalgia for what it had been. But, it seemed to be out of touch with customers, they were indifferent about it. “Lost its way. Fell victim to delusions of grandeur and greed, too big to fail.”
Think of our country, America, as you would a brand in today’s hyper brand environment.
This is a legacy brand with a long history. Its brand was build over time with innovation, courage, and a history of storied leadership. It disrupted the traditional ways of a country, creating a population of diverse people who became its citizens. They were empowered and had a voice in structure and matters that affected them. They became stakeholders in this place called America. It was not a perfect place, however it stood out against the competition. People wanted to join, there was a waiting list, and word spread globally about the success. It expanded into multiple operating units, each accountable for their own operations. Management was maturing and a plan for succession was put in place. It was well considered, with what was thought to be solid over-site by a unique board with representation from each operating unit elected by stakeholders. America was the envy of the competition. It also was shrewd and able to fend off hostile takeovers, from outside and within. Stakeholders prospered, happy with profits. However over time the board grew in power bestowed with favors from outside and the stakeholders became less influential. Power was given to special interests who diverted profits to themselves. Competition was rising while management was fighting amongst themselves siloed in their own special interest projects. The brand became tarnished, its reputation sullied. Stakeholders were growing unhappy, their investment turning against them. Operating units were growing apart. Fractious leaders were defecting and consolidating power around personal brands. Media uncovered questionable practices, there was talk of a hostile takeover by an ousted leader. Malfeasance became routine The once undisputed leader in the world was downgraded in status. A brand that once was untouchable fell in just a few years. In its wake, confusion, disruption, power grabs, short selling, defections, mistrust. A few arranging golden parachutes. Raiders were lurking in the wings looking for opportunity. Foreign competition was engaging in sabotage and dirty tricks to win the hearts and minds of stakeholders and supporters and media. The brand that was once united is fractured and badly in need of a leader that can bring together all strengths of the brand and consolidate all the stakeholders. It will be a difficult task to rid the corruption, greed, and self interest that has taken over the last few years. Bringing focus to issues that benefit all, and reward once again all of the stakeholders and return customer loyalty. America has survived difficulties in its history, and can once again rise and rebuild the brand that was once America, only if there is a customer, who’s needs are recognized.
A successful brand is built around a team or group that acknowledges common goals, ideals, focused on delivering a superior, perhaps unique product or service, and devoted to satisfied customers. Bottom up, top down, it is a shared enterprise.
“Brand is just a perception, and perception will match reality over time.” — Elon Musk
Today so many are building personal brands, catering to special interests without a long term plan, seeking targets of opportunity with sound bites and few are talking about all of the stakeholders. As someone said to me in a conversation, “It is all about celebrity, It’s a popularity contest for followers.” There are those who talk of breaking up the brand, rebranding it in their own image and sharing the assets among wealthy favored investors. The burden of debt would eventually fall on the small investor and stakeholder. Us.
Can America the brand be saved? Should it be broken up? What product lines remain? Who should run it? Who cashes in? What court of law determines the structure? Questions to ponder as the new year is on the horizon and important decisions are going to be made for brand America.
