Blog

The presidential campaign is over, but the campaign to restore America has only just begun. People are the fabric of any democracy, and the frayed narrative of our Union needs to be rewoven to include everyone.

From the standpoint of viewing brands as belief systems, we need to consider a few things.

Our myth of origin needs to emphasize the essential fact that we are a nation of immigrants. Whether our descendants migrated here thousands of years ago or were forced to come here because of slavery, religious intolerance, economic upheaval or war against their will. We are all immigrants. Hence, it is human and necessary to greet newcomers with empathy and compassion rather than fear and hatred.

We need to rewrite our basic myths to be inclusive. And factual. Even a crew of mythical western cowboys, for example, was a hybrid stew made from Scotch-Irish, Hispanics, Blacks, and the occasional female or Native American.

One more thing. We forget that three of our biggest companies – Amazon, Apple, and Google – were started by immigrant children. These multinational corporations provide opportunities for hundreds of thousands of people and are a huge part of our national psyche and worth.

It is worthwhile for a moment to wonder which future parents and children we may have turned away. What future opportunities have been lost?

What we believe as a nation, the idea of ​​democracy, is being questioned. Although this democracy, called the United States of America, was passed down from our ancestors, it cannot be taken for granted. At best, it's a work experiment. We need to celebrate our uniqueness – we are an independent state with independent people of many creeds and colors. But we are also dependent on each other. We may not always feel united, but we need each other.

We believe in freedom and justice for all. This belief is not felt equally by all citizens, which is our challenge. If there is one American dream it is to feel free and equal in a borderless nation.

New meaning and substance are required

We need to give new substance and meaning to the words “democracy”, “freedom for all”, “equality” and “social justice”. These have become clichés and don't have to be. We must delete words that are meant to inspire hatred and division. These words include "false news", "far left", "far right", "radicals" and more.

If we create words that separate us, we can also create words that bring us together. The 2000 US Census stated that by 2025, Caucasians would become the minority and other ethnic groups (called minorities) would become the majority. These days are just around the corner and we must starve out the political rhetoric and stereotypes that are supposed to fuel racism or hatred on both sides.

We must remember (paraphrased by Dr. Martin Luther King) that we shouldn't judge anyone by the color of their skin, but by the quality of their words and actions.

What are we against? We are against systemic racism and injustice, whether socially or economically. We are tolerant of other religions and disapprove of religions that others do not tolerate. As a friend reminds me, dedication, care, and will are fundamental keys to creating a new entity.

The purpose of leaders is to make their people feel safe. The former president worked tirelessly and unnecessarily to divide us into camps of good and bad, strong and weak, privileged and workers, successes and failures. Never before have we been reminded of our differences without considering what makes us strong, unique and united.

The role of companies and brands

This is where companies and brands can actively make a difference. It's not unheard of for companies to fill the void with social causes. The Multi-Corporate (RED) Campaign Partnership to Fight AIDS, TimeWarner Cable's $ 100 million science, technology, engineering, and math (STEM) initiative, the Bill and Melinda Gates Foundation's numerous efforts in science and education.

Let us remember that everyone is part of it. Everyone counts. Everyone has a choice and everyone has a chance. These are the elements of the new narrative for this United States – some we've heard before, which doesn't make them any less important. You wear it to repeat.

The rebranding of this USA begins now. Forward.

Contribution to the Branding Strategy Insider by: Patrick Hanlon, author of Primal Branding

The Blake Project Can Help: Get actionable guidance from experts on building brand and business meaning

Brand Strategy Insider is a service from The Blake Project: A strategic brand consultancy specializing in brand research, brand strategy, brand growth and branding

Free publications and resources for marketers