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If any country
in the world can
be viewed as a
brand, it’s
America. After
all, we invented
“branding.” So
why, when we are
the most
powerful nation
on earth and
facing
precarious
times, can’t we
leverage
America’s brand
assets? For
inspiration and
guidance, I
returned to the
basics of brand
building that
have worked so
well for so many
American
companies and
products.
One must
distinguish
between “Brand
America” and the
“brands” of
America. Think
of Brand America
as any
corporation with
a host of
products,
services,
brands,
divisions, etc.,
in its
portfolio. We
were the
original
“start-up” 230
years ago and
have grown into
the most
recognized,
powerful brand
in the world.
Simultaneously,
each and every
citizen
contributes
to its being. We
are its
employees and
own it, lock,
stock and
barrel. We must
never forget
that.
The American
portfolio of
brand icons is
amazing. Here
is an eclectic
sampling: The
Statue of
Liberty, Jazz,
Country Music,
Hollywood,
Vegas, The Big
Apple, Apple,
Mickey Mouse,
Bart Simpson,
Starbucks, Coca
Cola, Levi’s ,
E-Bay, Google,
Hip-Hop. These
icons are
eagerly
purchased,
consumed and
welcomed into
homes, families
and businesses
around the
world. So why
hasn’t the
“company” that
makes all of
this possible --
that is, America
itself -- been
welcomed with
the same
enthusiasm?
As I have
traveled the
world over the
past 30 years
helping build
brands, this
disconnect
between the
brand icons of
America and the
icon of Brand
America has
always gnawed at
me. So, here is
a simple,
dispassionate,
nonpartisan
three-step
primer on how we
can go about
building and
improving upon
Brand America:
Defining our
Brand Essence
First, we need
to clearly
define what our
country’s brand
essence actually
is, and then
live it 24/7.
The brand
essence is the
epicenter of
brand building.
Brand America is
hard to capture
in a snappy
sentence. Yet
our essence
pours forth from
the documents,
institutions and
actions that
have been part
of our brand
since the
Revolution.
We don’t have a
credo – we have
something
better. America
has a powerful
compass anchored
in guideposts
that remind us
of how we should
behave – as
individuals,
institutions and
governments.
Here are
excerpts from
five of these
guideposts that
resonate with
all of us.
The
Declaration Of
Independence –
“Our Raison
d’etre”
“…all men are
created
equal…endowed by
their Creator
with certain
unalienable
Rights….among
these are Life,
Liberty and the
pursuit of
Happiness. --
Governments are
instituted among
Men, deriving
their just
powers from the
consent of the
governed.”
The
Constitution –
“Our Rules”
“We the
People….in order
to form a more
perfect Union,
establish
Justice, insure
domestic
Tranquility,
provide for the
common defense,
promote the
general Welfare,
and secure the
Blessings of
Liberty to
ourselves and
our Posterity….
establish this
Constitution for
the United
States of
America.”
The
Gettysburg
Address – “Our
Guidance”
“Four score and
seven years ago
our fathers
brought forth on
this continent,
a new nation,
conceived in
Liberty, and
dedicated to the
proposition that
all men are
created equal…..
we here highly
resolve….that
this nation,
under God, shall
have a new birth
of freedom — and
that government
of the people,
by the people,
for the people,
shall not perish
from the earth.”
The Statue of
Liberty – “Our
Beacon.”
“Give me your
tired, your
poor, Your
huddled masses
yearning to
breathe free,
The wretched
refuse of your
teeming shore.
Send these, the
homeless,
tempest tossed
to me, I lift my
lamp beside the
golden door!”
The Pledge of
Allegiance –
“Our Daily
Reminder.”
“I pledge
allegiance to
the flag of the
United States of
America, and to
The Republic for
which it stands,
one Nation under
God,
indivisible,
with liberty and
justice for
all.”
The words are
simple, but
their effect is
profound. Brand
America exists
to provide for,
nourish, and
safeguard a way
of life
dedicated to the
freedom of all
people to
flourish and
live rewarding
lives that can
be passed on to
future
generations. It
is our duty and
destiny to
welcome all
people of like
mind to
participate, to
respect the
rights of others
to follow
another path if
they so choose,
and to protect
us from those
who would seek
to undermine or
destroy our way
of life. It
just doesn’t get
any clearer. I’d
give Brand
America a solid
“A” for defining
its essence.
When it comes to
living it 24/7?
Well, that’s
another story
entirely, and
something that
is entirely up
to 300 million
of us to
achieve.
Serving our
Core Consumer
Franchise
There are four
keys to any
successful
branding
campaign:
listening,
learning,
insight, and
applying the
80/20 rule. What
is the 80/20
rule?
Essentially, it
states that 20
percent of
consumers
account for
about 80 percent
of a Brand’s
committed
acceptors and
immoveable
rejecters, with
60 percent at
various stages
of commitment
and/or
ambivalence. In
applying this
rule, it is
equally
important to
follow three
basic steps.
Step 1
-- Take
care of the core
franchise above
all…this
includes
stakeholders at
home and abroad.
We do a
pretty good job
of this and
should never
take it for
granted.
Step 2
-- Don’t
“market” to hard
core rejecters…
BUT, understand
them, be
vigilant
regarding
threats to the
brand’s core
franchise, and
never compromise
the Brand’s
essence to
cultivate them.
We’ve not
done a great job
in this regard
and must get
better at making
our vigilance a
virtue.
Step 3
-- Use
the “Laws of
Attraction” to
convert
“occasional”
consumers to
“regular” users.
Our track
record here has
been spotty,
sometimes
employing the
“laws of
intimidation”
and too often
focused on
short-term
results.
Provide
Consistent
Leadership and
Implementation
Throughout
history we’ve
been fortunate
to have leaders
who are
committed to --
and passionate
about -- Brand
America.
As with any
company, some
have been better
than others at
choosing their
executive teams,
developing
different
implementation
tactics and
delivering
results.
We get to pass
judgment on
these
performances
each and every
election day,
so, ultimately,
Brand America is
in our hands –
and no one
else’s. So,
before we pull
the lever on the
voting machine,
we need to first
contemplate
America’s Brand
essence, then
vote for the
people we feel
will be best
serve it.
Finally, I
couldn’t resist
the urge to
suggest a piece
of communication
to use in this
effort. Rather
than an ad, I
chose to do a
makeover of a
popular bumper
sticker. Let’s
set aside “America.
Love it or Leave
it!” and
replace it with
an exhortation
that encourages
people not to
turn their back
on our Nation,
but to turn
their energies
toward improving
it --
“America. Love
it and Live up
to it!”
RF
Hank Wasiak
is co-founder of
an award winning
creative
development
company, The
Concept Farm, an
Emmy award
winning TV host,
retired Vice
Chairman of
McCann Erickson
Worldgroup,
former president
of Ketchum
Communications
and 7-time
Emmy-nominated
Executive
Producer. Along
with Dr. Kathryn
D. Cramer, he
also is author
of a best
selling new
motivational
book, Change The
Way You See
Everything.
http://www.theconceptfarm.com |
