Proud to be an American?

To visit China today as an American is to compare and to be compared. And from the very opening session of this year’s World Economic Forum here in Tianjin, our Chinese hosts did not hesitate to do some comparing. China’s CCTV aired a skit showing four children — one wearing the Chinese flag, another the American, another the Indian, and another the Brazilian — getting ready to run a race. Before they take off, the American child, “Anthony,” boasts that he will win “because I always win,” and he jumps out to a big lead. But soon Anthony doubles over with cramps. “Now is our chance to overtake him for the first time!” shouts the Chinese child. “What’s wrong with Anthony?” asks another. “He is overweight and flabby,” says another child. “He ate too many hamburgers.”

That is how they see us.

Excerpt from NYT article - Too Many Hamburgers - Thomas L. Friedman

Hello Readers!

Are you as grossed out and saddened by the pic above as I am? Well, you should also feel embarrassed because living in the United States, this is how other countries view us! Sure the US' "fat ass" perception is not a novel one, but one that needs to be observed in terms of branding the US.

So yesterday I read an opinion article in the New York Times called "Too Many Hamburgers?" by Thomas L. Friedman, where the author writers about his trip to China and his discovery about our (US) global perceptions. In general, analyzing what the companies want out of their brand in terms of consumer effect is important, but viewing consumer and non-consumer/outsider perception is also essential. So we get it, even in the midst of a freaking huge financial crisis, we still hold our "We're #1" foam finger up, proud of our country, and while our confidence in the US is admirable, people need to know that we won't be #1 for long. We cannot sit back like some fat ass kid watching TV and eating fast food in total gluttony! If our country were a kid, yes, we would be mr. chubster... and you know what I would say to any chubster who can't hold their own in a 100yrd dash? Work-out!

So America, are you listening? You really should listen to how you are perceived.

And for other companies? Perception is critical. I recommend doing a word association with your brand and making sure that the words on your lists are all words that you want that product/brand to emulate. And if there are words that hurt/harm your brand, get rid of it! Change and adapt. Only the fittest brands survive and with the clutter to consumer products in the US, if your product can't adapt, no one cares.

Just a little tough love.

SBG.

Peace & Love my little Brandinites!