Now that the election is over, and we’re now inundated with the media’s “Obama-mania” – I have been thinking about what all of this really means.
I just read an article on CNN that Obama is planning on “rebranding” the United States. The full article appears at http://www.cnn.com/2008/POLITICS/11/19/obama.world.image/index.html, but the gist of the piece is that although he’s poised to re-brand the United States image in international markets, his actions will have to live up to his rhetoric.
I, for one, don’t think that this is going to go well for him. Simply because I don’t see how anybody, at this point, could do it. The damage we’ve suffered within the international community over the last 8 years has been huge. From a branding perspective, when your brand has taken a hit – even if your customers want your brand to recover, and want to believe in you, turning your brand image around quickly is extremely difficult.
Think of General Motors. Up until the early 70’s, General Motors could do no wrong. They built large, gas-guzzling vehicles that had gobs of power, but were horrible for the environment, and burned through fuel as if it was always going to be cheap and plentiful. Between tightening emissions and a gas crisis in the early 70’s, they tried to turn on a dime, building cars like the Chevy Vega – pieces of crap that rusted on the showroom floors, that broke down constantly, and depreciated to the point of being worthless about the time they drove off the dealer’s lot.
35 years later, GM has never truly recovered. And, they’ve done a wonderful job of repeating their mistakes of the late 60’s – early 70’s – and are now facing bankruptcy without a huge injection of taxpayer money (which is really what a bailout is) – to keep them afloat. Now, yes, I understand that much of their problems are also due to UAW demands driving up labor costs, keeping their cars from being price competitive to other competing brands. But in terms of overall quality – there is still the perception that GM vehicles are not as reliable as, say, a Honda. Even when the quality of their vehicles has improved to the point where they may very well never break down.
Does this mean that people want GM to fail? No. But they’ve had 30 years to turn around their brand perception, and they’ve had the help of some of the best marketers in the business. Obama – he has 4 years – or less – to turn around the United States brand position. And, he also has to focus on our wars in Iraq & Afghanistan, an economy in crisis, all while fulfilling the expectations of every voter that believed his promises enough to vote for him.
As a country, I think it’s in our best interest to support our new President. But, it’s not just his responsibility to improve our country’s image overseas. It’s our job too. A 2002 National Geographic study indicated that nearly a third of young Americans could not locate the Pacific Ocean. So, go learn a language. Learn about another culture. Befriend someone that you might have just met from another country – and learn about their experiences growing up somewhere else. And, if you travel overseas – be humble – and appreciate the country your visiting – learn from it, and bring the best of it back here. Our country was built by people that brought their culture here – let’s show the rest of the world that we can still learn from them, rather than impose ourselves on them.
It might just make Obama’s job a little easier.