What is happening to the view of America overseas?

While the image of the United States abroad may not concern all Americans, I believe it should. An article in the BBC yesterday asks it's U.S. citizen readers to answer the question: “What do you want President Bush to do now?”

Today I spoke with Simon Anholt, in the U.K., one of the world's leading specialists in the theory and practice of creating brand strategies (also referred to as public diplomacy) for countries, cities and regions. He is the author of the book, “Brand America: The Mother of All Brands,” released two days ago.

I asked Mr. Anholt about the seriousness of the growing discontent with America abroad. “I think America is sailing in choppy waters,” he answered. “People are less sure of what America stands for.”

When I asked Mr. Anholt about the recent GMI study (referred to in one of my earlier blog postings) regarding the decline of American brand sales in other G8 nations, he responded, “There is a growing feeling…that this is a brand which we no longer feel sure of.” He told me he has heard many reports that reflect this in Europe, one such example is German restaurants refusing American Express cards.

Anholt explains that in order to restore trust in a brand, it is important to make wholesale shifts that show your consumers, your clients, that you understand the need for change. He said the recent U.S. election would have been an opportunity of that nature. Given that President Bush was re-elected he thinks this process is going to require much more thought and effort. “If America and her allies are able to turn things around in Iraq, that might be an opportunity to change its perception.” The question of course stands as to what will happen with the American occupation of Iraq. Right now, each week brings higher casualties and the pains and cost of protracted battle.

America and Americans have an important road ahead to address nurturing our diplomacy and the representation of ourselves abroad. If not we may face the consequences of the growing discontent with peoples’ views, not only of our government, but also of ourselves.

Listen to my interview with Simon Anholt:
Real Audio Stream

Windows Media Stream

mp3 download (right mouse click) for your iPod etc.