Brand America

Johnnie Moore

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

I enjoyed Nick Wreden’s thoughtful review of Simon Anholt’s Brand America. As someone who finds it hard to keep up I really appreciate the bloggers who digest books for me!

Nick is impressed with Simon’s argument that “Brand America” is in decline but is more sceptical about the proposed solution. I find that a common feature of many business books; I feel quite forgiving because the problem is not simple.

I wonder though if the whole concept of America as a brand is itself the problem. Branding is a school of thought hitherto largely dominated by Americans and with it goes the idea that a few people can somehow determine how a thing is seen. In the end, they lapse into thinking they determine how it is.

So when Simon proposes a

“single Brand American working group

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