Rebranding America

Almost everyone, can agree that America’s reputation has suffered from its recent foreign policy initiatives. Hey, now… don’t get your feathers ruffled. We’re not preaching politics. We’re talking about branding. Zbigniew Brzezinski’s (pictured above – bottom left) new book titled, “Second Chance: Three Presidents and the Crisis of American Superpower,” addresses the effects these recent decisions have had. Brezinski goes one step further by offering ideas for America’s repositioning in lieu the new global outlook. Keep in mind that nearly half of people polled worldwide in BBC study said the United States is now playing a mainly negative role in the world. Oh boy…

This is a precarious situation for American business enterprises. It not only falls upon the government to combat such negative feelings, as such views only hurt business abroad. Just look to the boycott of Coke in the Middle East, recent sales drops in American motors overseas and websites promoting American businesses as a great evil to the interest of small countries.

In America’s nascent stages, the country stood for individual freedom. During World War II, the US branding was centered around the defense of democracy. Brzezinski recommends that America repositions itself as the global superpower, which now stands for human dignity, social justice and diversity, as well as human preservation through the environment. Multinational firms need follow suit as global leaders of these concerns through more than flashy advertising, but corporate responsibility programs. CRPs, while doing real good, can also double as smart advertising. Think: worker’s rights considerations, stronger corporate responsibility programs, a negation of greenwashing tactics coupled with global environmental policies for all levels of the business. This is America’s and possibly your client’s second chance.

Hey… help out your country, yeah?