Eventhough it is multilayered, for the purpose of identifying and attempting to understand what constitutes this country called America, it is important to highlight the past while focusing on what it represents in the 21st century. 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) is a good base for you to chart an outline for your research and deepening of your knowledge about the opulent and intricate America even though the world’s as well as the earthly history along with every civilization in this universe is as rich and complex. Many can spend a lifetime arguing about the righteousness of America and the Western World, in fact we can spend more time on human history and wars; however 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. Whereas the rest of the world has been older with advanced societal structures, America is a nascent country, with individuals from varying country-of-births living in a system driven by capitalism that carries constitutional values which is now left to interpretation by 20th and 21st century mankind. The inherited privileges and due to the neglect of historical accountability and living with the heritage as well as the lineal-responsibility that enriched the very few rulers who were able to scramble for the territories including those of the Americas to drain the riches of earth including the nations inhabiting those lands has led the current state of global affairs- because at the end of the day, how the leadership and all constituents address the America’s brand leadership will be based on a few variables. The reality is the fact that the American brand with imagery, sound and storytelling has tantalized many and subdued with euphoric ideals of the Constitution – the “social contract” between man and state. In this blog, we will briefly explore what could be perceived to be the American Brand, try to address what happened to the American brand and will conclude with America’s global positioning : does it hurt the brand?
The American Brand
With the Samaritan brand of excellence, the American country brand upheld the utmost honorable label for “human dignity fighter” which even amended its rules, regulations, laws and all that governed mankind in America and through various tactics expanded elsewhere. America has two folds – on one side, America has its dark barbaric past whose blood runs through many veins on this earth; and on the other, America is the exceptional experiment with ingenuity of an interwoven system of entitlement. Cross-cultural communications and intercultural interaction is a recent phenomenon because if we dig deeper in any Democratic branded country, I would say individuals live in segregated communities mainly based on race, ethnicity and cultural commonalities. I always wondered why would a part of an “abandoned” heritage would be enforced as part of another fabric in which one chooses to assimilate. America’s foundation seems to be essentially established by the few with democratic values as it produced and harbored the bright and the brightest while maintaining bullishly yet peacefully a country brand of domestic excellence with a Westphalian countries’ foreign policy led by “America first”.
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 is a country that is rooted in blood and soil yet has been the highlight and marker for individuals from all walks of life. 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 equal somewhat equal power. The Executive, Judicial and Legislative are bodies of Government that constitutes law and order yet instilling a sense of safety and security unlike many countries around the world. America as it has been acclaimed to be the country of immigrants; America’s development and progress attracted those who sought freedom, liberty and justice; thus America became the Heaven of the Germans, Russians, Scandinavians and all West European nations as it was unforeseen, the influx of immigrants deeply rooted in cultural nuances came to the shores of that same America. Not even other Westphalian countries (mainly European countries (excluding their gastronomy) such as France, United Kingdom, Italy, Spain, Germany, Portugal and Scandinavian countries like Sweden) could not compare to the great American brand because this experiment meant branding each culture. Hence, taking America as a country in 20th/21st century is what made it an attractive country that had many shy away from the rest of the world including from the dormant dragon- China. America provided the same sense of safety though nowhere in America with such security can one feel a multicultural melting pot where you can little ethnic 25mile radius villages around certain cities. We are living the days of deciphering the American identity and one to unravel it is no other than the Commander in Chief of America and defacto global Chief-King that has ruled in the last 5 centuries with moral authority.
America is where excellence can occur, it is the only place that is uniquely designed to tactfully tantalize the masses due to the respect for law and order and Government structure governed by the Constitution. This first and only experiment of its kind, where all people from every nation are represented and interacting on one defined territory called America and governed by man-made laws inspired by theological thoughts, philosophical principles and mores compiled through evolution; had hypnotized the world for 400 years. For anyone who has traveled, there is no other passport that is more powerful and that commands respect and security. The American brand is so instill in the hearts and minds of the other 200+ nations sharing this earth, the land of America has always been associated with “greatness”.
It leaves me with one question: Can the America’s brand correct its history while aiming to lead in a globalized world?
What happened to the America’s country Brand?
The American brand has been about sophistication and exemplary leadership often based on morality and ethics, hence an America that has always thrived for greatness by producing excellent people and nurturing and naturalizing those who sought for equal opportunity and remain self-determined. Sadly the last 30 years, America has been a dwindling authority as the perceptions of America across the globe changed. Center for Strategic and International Studies (CSIS), the Brookings Institution and even the Atlantic Council have released an overview of the world’s perceptions of America, which seems to be bleak and leaving room for China’s emergence as a global citizen. Capitalism is the engine of America and is one that even the Communist regime of People Republic of China has embraced and interwoven it in its own tapestry calling it State-Capitalism. China has tactfully challenged the monetary system by establishing the BRICS and with a clear aspiration and vision for leadership within the last two decade; China and its allies have managed to imbalance the monetary system, a system largely defined by the Western world.
Between struggling to preserve what has been and is, and challenged by global structural changes; America’s pivotal transformation occurred in 1913 when “I have unwittingly ruined my country. A great industrial nation is controlled by its system of credit. Our system of credit is concentrated. The growth of the nation, therefore, and all of our activities are in the hands of a few men. We have come to be one of the worst ruled, one of the most completely controlled and dominated Governments in the civilized world no longer a Government by free opinion, no longer a Government by conviction and the vote of the majority, but a Government by the opinion and duress of a small group of dominant men ” was exclaimed by Woodrow Wilson who changed the course of American history with the Federal Act Reserve. Some may argue the end of capitalism- a free market system driven by competitiveness- though withstanding the tests of times; American Capitalism with ICT along with “catch-up” policy making and regulations has led an America to extend and expand itself. Even though capitalism has its benefits, the 21st century current form governed by the America’s Brand has become distorted and with unconscionable energy.
America does not seem to longer know what America is and is becoming, and perhaps the book “Adios to America- written by Ann Cloutier” resonates in these times because even a writer like-herself no longer knows what America is, given that we only have the ability to define America based on the value systems we each want to preserve. It does feel sometimes that America has lost control as it continuously defines itself especially with the aggregation of immigrants from across the world who have shaped America have began demanding a certain correction of the American narrative regardless of the impact on the country brand. This utopian America is at a critical juncture in its history as it has the threat to slowly yet destructively crumble as an empire or has the divine opportunity to succeed and lead in the ultimate management of the Globe.
Some may argue America has been for sometime heading towards a downhill spiral as others affirm the incomplete greatness of America. For instance between struggling to preserve what has been and is, and challenged by global structural changes; America- a country of 50 states that is the size of West Africa has been destabilized by the nation’s racial buffoonery, reigniting the unhealed wound of what is “ a color and cultural divide”. In fact, even if America fails to accept and value this segment of this precious population, most Americans of African descent would tell you they are Americans before identifying to any other identity or cultural heritage. Regardless of who were the slaves that constructed and shaped the image of the country, colored people of America have upheld the core values of freedom, liberty and pursuit for capital, which in effect has nurtured the American Brand. No other than Americans of African descent whose lineage dates back to the middle passage should be cherished as gems and be considered the master-key to America’s success (acknowledging respectfully Native Americans). Could it be America’s culture towards color that will be it’s fatal virus that indicative of the breakdown of an empire?
Today, despite the children of over 6 millions lives shipped through the middle passage ironically rejoicing the sound of “the Star-Spangled Banner”, America’s brand culture is one that permits violence towards the least valued – condemned to live in shackles and desperation. Helas, this is the world we have now agreed to live in.
America’s global positioning: does it hurt it’s brand
In the month of April, the Economist published an article “If the Yuan competes with the dollar” the Yuan’s rise will challenge America, given its emergence as a credible alternative to the dollar. America’s competitiveness in the World is gradually being undermined by China’s rising economic power, setting the urgency for American investment and knowledge transfer. In late 2000, the BRICS [Brazil, Russia, India, China, and South Africa] agreed on the structure of the BRICS development bank, as a potential alternative to the International Monetary Fund (IMF) and the World Bank as a source of project financing for the developing world. Furthermore, China and Russia are moving toward a new international reserve currency — actually a basket of currencies — that would supersede the dollar. The BRICS, Iran and Venezuela aim to launch a new currency, called the Bricso. The Bricso will, at least initially, be a virtual currency; similar to what the Euro was in its initial years of existence. In addition to cryptocurrency, what does it mean for the monetary system? What does it mean for the Central bank? How and who will continue to determine currency ? How and who will dominate the global monetary system?
America’s monetary system is not the only thing in question; America’s morality is also in doubt. The “American identity” is constructed moral leadership which meant in the last 100 years, America values and culture have been distorted as various immigrant communities demanded to have some parts of their culture and values embedded in the American fabric – causing the loss of America’s brand authenticity. Even if there is handsome executive leadership which serves to embellish the gruesome actions accompanied with prompt polished messaging, the painstakingly revisionist thought of darkness has began destroying the virtuous fabric and displacing the moral compass. The mix-messaging seems to overshadow America’s excellence. The morality of the American brand is questioned when at numerous instances the unresolved race relations in America continuously showcased through various lenses demonstrates the internal instabilities of moral leadership. Subsequently, the American brand positioning descends. The likes and lack of our collective leadership have somewhat reignited the dark-barbaric side of America- an America proclaimed to be governed and ruled by authentic white males that supersede all races and shall prevail at all cost. So what does this mean for the American multicultural brand- a land of opportunity for all? What does this ignition of constant uproar lead to? Will it be the testament of the deafening of the system? How much more can an agitated populous be contained?
America in question
Let the greatest branding machine called America take leadership by reclaiming what it has lost. American country brand has been corrupted by numerous interests group that govern domestic policy and even influence foreign policy- soft and hard diplomacy- the 200+ countries manage to coexist with negotiation and another form of social construct. The micro version of the world nation representation, which is unlike any other country in the world, America that counts every nation of this earth ( excluding the indigenous people of Eurasia etc.. that do not migrate but their DNA does) which has an extension in another country even those that can retrace their Irish or Italian heritage, leads the inter-generational constituents living in this time and space to once again address the realities of globalization, consolidation and contraction of earth and mankind. We can all argue about how and when America was made, we can even disagree about the formation of America and the treatment of Africans of the middle passage through the course of our history, though unquestionably America is a unique country as it is the only country in the world that counts individuals of all races in one defined territory.
So who is America’s moral authority in 21st century as America role is being defined? Doesn’t America as the leading brand has a global responsibility even if protectionism is the avenue for the way forward have the mere accountability for its messaging? How will we champion the world during the 4th industrial revolution? Where will America’s values of free enterprise (driven by competitiveness) strive to allow the next generation to evolve in true capitalism? What will it take for a Responsible and Conscious Capitalism to reign over globalization? When will our collective Gross National Wellbeing be the utmost priority?
