This week we’ve been discussing America, and the challenges facing it, in the context of a brand. Black, Indigenous, and people of color have arguably the most complex relationship with who this country is, so I wanted to get the perspective of Black and Hispanic ad and brand execs on the state of the Brand USA. Here’s what they had to say:
IF THE UNITED STATES WERE A BRAND, HOW WOULD YOU DESCRIBE ITS OVERALL BRAND REPUTATION OR IMAGE?
Chuck Welch, cofounder of Brooklyn-based Rupture Studio, a Black-owned brand strategy consultancy that works with such brands as Pepsi, Hennessy, LVMH , and Nike
America’s the dream factory for the world. It’s the siren that calls people to its shores. Some people crash and burn when they get here, just like in the old Greek myth. Just like any brand, it’s a story that it tells to itself and others. Brands have evolved, just like the U.S. has evolved, where there’s too much story, too much myth, not enough function, not enough utility. Then it’s disconnected and doesn’t have integrity. From a Black and brown perspective, we’ve always understood the myth and reality of the American Dream, who that dream applies to, and how that dream is applied.