If only countries could think of themselves a brands. What does a country want to stand for? Imagine the possibilities — tourism, resources, entrepreneurship, education, whatever. Wouldn’t it be nice if all of our wars were global marketing wars rather than live combat over ideology and resources control.  Alas, it won’t happen, but there is still great value to be had if countries could have a stronger focus on themselves as brands. Great brands care about what they stand for. They care about how they are perceived. They have pride in their people. They have a vision and a mission, and they align their resources to make those a reality.

I wonder what the U.S. brand stands for. Does anyone know anymore? It used to stand for opportunity for all. Listening to some politicians’ intolerance of gays, Hispanics, Muslims, anyone not Christain, “opportunity for all” doesn’t seem to be their vision for our brand.

How is our brand perceived? We used to be seen as thought leaders, long-term value builders, and “together”.  Innovation seems to be moving to places like Brazil. Short term wealth at the expense of long-term value seems to be the focus. And we are a polarized society, with politicans who will do whatever it takes to get control, even at the expense of the brand. 

I wonder if our brand still has global relevance. Can a country that doesn’t believe in everyone having equal accountability for its success really be perceived as caring about its people? And how relevant is such a country in today’s world where it is the common people, the people who haven’t been valued, who are demanding new opportunity and respect?  

What is the vision for our country? What is our mission? I wish someone could lay that out and that everyone regardless of their political affiliation could agree on it. And, here’s the rest of my dream. The U.S. will think of itself as a brand and all of our politicians will think and act like Brand Managers.

Yes, I’m a dreamer. But if one doesn’t dream, no dreams can ever come true.