This remarkable shift in global sentiment reaffirms the relevancy and competitiveness of Brand America’s promise. In my opinion, the ascent to #1 reflects global optimism that Brand America is beginning to address the authenticity of its promise. It also reflects a desire for Brand America to succeed.
The press is crediting President Obama with the dramatic turn around in global perception of Brand America.
I credit the shift more with a return to an aspirational positioning of Brand America’s promise. President Obama has been consistently communicating a message of global responsibility and collaboration. Within the context of current events, he is reminding the world of the principles upon which Brand America was established. So much so, that President Obama was awarded the Nobel Peace Prize as an encouragement to keep Brand America on an aggressive path to reestablishing the authenticity of its promise.
Awarding President Obama the Nobel Peace Prize as a strong signal of encouragement to continue behaving in ways consistent with Brand America’s promise has not been without controversy. Many people believe proven performance and not potential should be the standard of measure for such an award.
Regardless of your point-of-view on appropriateness, winning the Nobel Peace Prize affirms the world’s desire for Brand America to behave in a way that is authentic with its promise.
In a broader sense, it is a great case study in the making that reinforces the importance of effective place brand management to ensure the sustained relevance, competitiveness and authenticity of your place promise. When a place brand has a compelling promise and behaves in a manner consistent with that promise, it will be rewarded.
Now is the time to strengthen Brand America by ensuring your community, region or state is well branded and able to effectively compete in the global economy. If we do so, then the world will have been right to award the Nobel Peace Prize to Brand America’s Chief spokesperson. President Obama may have been given the award, but it is now up to each of us to earn it.
For an additional and very interesting perspective from Bono on both the Nobel Peace Prize award and the need for a strengthened Brand America – http://www.nytimes.com/2009/10/18/opinion/18bono.html?_r=2. Bono characterizes America as a great idea about opportunity for all and responsibility to your fellow man. This New York Times column is worth reading.