Eventhough it is multilayered, for the purpose of identifying and attempting to understand what constitutes this country brand called America, it is important to highlight the past as equally as its 21st century representation. And for purpose of time and since we are not delving into American history, I am referring you to start with one of the many reputable American Institutions that is founded to be “an establishment for the increase and diffusion of knowledge”, the Smithsonian institution (SI). This renown institution’s resources serve as a good base for you to chart an outline for your research and deepening of knowledge about this opulent and intricate America. Eventhough every country on earth is as rich and complex, many can spend a lifetime arguing about America’s exceptionalism and the righteousness of America as well as the Western World. In fact we can spend more time on human history, supremacy and wars without resolve, consensus and agreement (and these days, we can add insults and profanity).
For purpose of applying the great Einstein saying “can’t do the same thing over and over again expecting a different outcome”, we should agree that our past has been brutal and savage as it has been convoluted and bountiful. Although the rest of the world is composed of older civilizations with advanced societal structures, America as a nascent country is designed to count individuals and entities from varying country-of-births coexisting in a system driven by capitalism that carries constitutional values which is now left to interpretation by 20th and 21st century mankind. America’s brand has for long been a tantalizing effect that utilized glorified and colorful imagery with hypnotizing sounds between 0 and 140 decibels along with its captivating storytelling, which has subdued the world with its euphoric ideals of the “social contract” between man and state. Consequently, how the leadership and all constituents’ address the American brand’s leadership is a measure of our state of affairs and global positioning. Written in three parts, this blog is written as part of my critical thinking series titled “The American Brand”, which addresses what could be perceived to be the American Brand.
The 5 things that shapes the American Brand
With the Samaritan brand of excellence, from a political perspective the American country brand upheld the utmost honorable label as the “human dignity fighter” which even amended its rules, regulations, laws and all that governed mankind in America, leading it to be a supreme and an exemplary country brand in 20th and 21st century. From a political stand, America’s brand was untouchable even more so with marking of two world wars. From a business perspective, there are arrays of examples and one that is distinguishable is its outstanding customer service which was a standard for the rest of the world. From a personal perspective, one can achieve anything with self-determination as it is the greatest marketplace for ideas testing, entrepreneurship and overall business ventures.
Even with the Guns and glory culture, America has two folds – on one side, America has its dark barbaric past upheld by its 2nd amendments and whose blood runs through many veins on this earth; and on the other, America’s exceptional experiment that is driven by ingenuity of an interwoven system of entitlement established a culture of glory. America’s foundation seems to be essentially established by the few and maintained bullishly by the chosen ones. Peacefully sustained, the “America first” motto is to ensure the sustenance of a country brand of excellence leading all the rest of the Westphalia countries’ in the fourth industrial era. In retrospect, the advancement in one was a digression in another; and to a certain degree, it seems to have come full circle as the American brand has drained the riches of earth including the nations inhabiting those lands. As the strategy of domination continues, it has arrived at the juncture where it must now deal with the uprising of nations and competitiveness of countries/ blocs of countries such as BRICS and MINT.
The four fathers of this great American experiment ensured with all freedoms and liberties came accountability and responsibility, hence ensured checks and balance by establishing three levels of government which had somewhat equal power. The Executive, Judicial and Legislative are bodies of Government that constitutes law and order designed to instill a sense of safety and security unlike many countries around the world. The inherited privileges and the overdue neglect of historical accountability as well as lineal-responsibility has led the current state of America in dismay while its global affairs seems to be degrading especially as those living with the heritage that enriched the very few rulers who were able to scramble for the territories including the consolidation of America have began the campaign of nationhood – because at the end of the day, what happens to America happens to us all.America which is ultimately owned by capitalists, has been acclaimed to be the country of immigrants, developed by those who didn’t understand capitalism and has been built as well progressed thanks to those who sought freedom, liberty and justice. The American brand is composed by mainly the Westphalia countries (mainly European countries such as France, United Kingdom, Italy, Spain, Germany, Portugal and Scandinavian countries like Sweden (excluding their gastronomy) ) and built with the sweat equity of shackled Africans which makes this sovereign nation an incomparable country. America became the Heaven of the Germans, Russians, Scandinavians and all West European nations, and as it was unforeseen, the influx of immigrants from other nations deeply rooted in cultural nuances also followed the path of migration landing on the shores of America.
This beautiful experiment that is unlike any other has been branding each culture, intertwining each nation and interweaving every country on earth. Taking one aspect of culture, packaging it and creating a constant demand for consumption. While establishing loyalty meant conquering the individual material needs’ – programming every viewer to believe that such achievement is only possible in the land of opportunity branded “America”- the commander of moral authority has ensured the demise of the many while enriching the very few. This opportunistic land rendered to be an attractive country that had many shy away from the rest of the world including from the dormant dragon also known as China. America’s brain gain has been strategic in many ways though as the rest of the world heightened its power, this beautiful experiment became uncontrollable when its righteousness conflicted with its growth. And here we are living the days of deciphering the American identity to unravel what is to come for the American brand and the rest of the world. The greatest leadership brand of our time, even if President Obama championed the comportment of celebrity, the current American Commander in Chief and defacto global Chief-King is reasserting its ruling as it has, in the last 5 centuries.
Cross-cultural communications and intercultural interaction are recent phenomenon surging from an inter-generational interaction, where the fourth industrial era and the digitization of all things has been at the forefront. 20th and 21st century America provided a sense of safety with security in a multicultural melting pot where one can find micro-towns or cities of a specific ethnic group sometime extending 25mile radius. If we dig deeper in any Democratic branded country, individuals live in segregated communities mainly based on race, ethnicity and cultural commonalities. Even if in many ways, it seems to defeat the purpose of migration, when it applies to people of a certain melanin ration, the destination countries’ are not established to promptly integrate colored societies. In 21st century, after the presidency of the “one drop” president, the Brand Commander has been reclaiming the American heritage while dismissing the foundation of cross-cultural communications and intercultural relations. Acknowledging the power of heritage and celebrating a culture preservation, we must address why would one want to import a part of an “abandoned” culture to embed it as part of an other’s fabric even if each member has been able to form this American brand by substantially integrating as part and parcel of the country’s brand. So what is the purpose of the destination country if for so long had ensured segregation.
America is where excellence can occur, it is the only place that is uniquely designed to tactfully tantalize the masses due to the honorable submission to the “social contract” and the respect for law and order prescribed in the Constitution. The American country brand is the first and only experiment of its kind, where all people from every nation are represented and interacting on one defined territory governed by man-made laws inspired by theological thoughts, philosophical principles and mores compiled through evolution. As it has hypnotized the world for 400 years, anyone who has traveled can attest about the pride and comfort that the American brand brings given that there is no other passport that is more powerful and that commands respect as well as security. The American brand is so instill in the hearts and minds of the other 196+ nations sharing this earth given that the America brand has always been associated with “greatness”.
Despite all the criticism about America’s past, it has been a country brand that has been endearing to many around the world: where one with self-determination and hard work can reach all heights. It attracted, harbored and produced the bright and the brightest while maintaining the interest of America as expressed by President Trump at the 72nd session of the UNGA ” Our government’s first duty is to its people, to our citizens — to serve their needs, to ensure their safety, to preserve their rights, and to defend their values…As President of the United States, I will always put America first, just like you, as the leaders of your countries will always, and should always, put your country first”.
It leaves me with one question: Can the America’s brand correct its history while aiming to lead in a globalized world?
