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April 22, 2014
America's Brand Identity Problem
 
It isn't a surprise that America is having issues trying to position itself. 

Remember the initiative, The Brand USA? It seems that though the USA is pouring money into portraying its brand to the world, it struggles, especially domestically, to tell everyone what exactly "USA" means.

It is understandable; the face of America is changing. The American family is changing. More people from Latino descent are coming in, and the traditional "American" is disappearing. English is losing its ground to Spanish, not to mention a multitude of languages.

It's not Kansas anymore. But how can people wrap their heads around it?

There was an outrage about Coca-Cola's ad with people singing in different languages. More people voiced their displeasure when Cheerios used an interracial couple and a mixed baby.

America, get used to it.

Marketing and advertising are brilliant indicators to see where the perspectives of the people are versus reality. It's clear that the branding with America needs a deeper educational element that lets its people know who its people are.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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