It is Important to View Brand America in Global Context

A nation brand is very complex. It is important to understand Brand America from a number of vantage points in order to get a 360-degree look.

Here are a couple different points of view that you may not have considered but might find interesting.

I was intrigued by this look at the world through the lens of natural assets. Brand America remains an important agricultural resource for the world.

It has been suggested that fresh water may become an even more important resource as the world population continues to grow. Here is a map of the world’s fresh water supply. Brand America is in good shape if we remain good stewards of this precious asset.

One of the most interesting resources I found was this website that provides an incredible number of world maps through a variety of different lenses.

Finally, the following link provides a look at the world through a number of important economic lenses.

As an exercise, take time to scan through these different looks at the world. It will help reshape your perspective of Brand America and hopefully give you a better sense for Brand America in a global context.

In branding, a common trap that leads to failure is to adopt a product centric view of the market and fail to fully appreciate the brand in actual market context. Similarly, the risk of seeing Brand America through an American lens instead of appreciating Brand America in the context of a global and integrated economic market can lead to a myopia that will limit Brand America’s global competitiveness for foreign direct investment.

If you have a favorite world map that has impacted your perspective of Brand America, please share it.

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1 Comment so far

  1. Jeff McDonald

    June 22, 2009

    Thanks for the blog and the interesting work you are doing. I like the concept.

    As a “Buckeye” who has lived and worked overseas for +9 years (mostly in Asia/China), I am very sensitive to America’s brand image.

    The above maps and quantitative data help put a number on our actual position relative the world – both the good things and the bad. I believe most of us know or assume the areas of America’s strengths. But, I fear many Americas don’t realize or accept where we are lagging on global metrics. If we don’t know where other countries have superior performance to the USA, we won’t strive for improvement and fix our problems. So to promote Brand America, we need to take hard looks at the strengths as well as the weaknesses – our Asian friends certainly have no “ego-issues” identifying their weaknesses, admitting them humbly, studying our solutions, implementing and even perfecting our secret sauce!

    I also feel that facts are important but perception is reality and that is driven by emotion and positive engagement in/with the world. The USA should promote the positive things about our culture – our warmth, friendliness, flexibility, innovativeness, etc – to overcome the harsh perceptions driven by mass layoffs, CEO pay scandals, war and the like.

    The better USA’s perception, the easier it is for me to do business in the global market place. I’ll keep checking in and wish you luck.

    Jeff McDonald

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