America: A Brand In Crisis
The President, the Secretary of the Treasury, and the Chairman of the Federal Reserve have all said we’re experiencing a financial crisis. Banks are failing, and the stock market is taking a lambasting. Since they obviously understand that our sacred financial institutions are in peril, I feel confident that with the full attention of our government, our currently fragile economy will begin to recover, and the financial crisis will ease.
If America were a business client, my first goal would be to enable the CEO and senior management team to understand the scope and nature of the problem – America is suffering from a significant identity crisis. Although it will be months before the new administration takes office, and probably much longer before this identity crisis is addressed, it would be wise for the new president to make this issue a priority.
An identity crisis begins when the guiding concept of an institution falls out of alignment with its business processes, culture and communication. In other words, America stopped functioning as a united front and fragmented into a force with only our own self-interests as our guide. This has resulted in an identity crisis that began long ago and is so serious that it cannot be remedied quickly. Thus, the lowering of the interest rate or the advent of a new administration will not supply a miracle fix.
If America were my client, I’d conduct a brand audit and take a good look at the fundamentals. What works and what doesn’t? I’d scrutinize the brand’s relationship with all those constituencies who are critical to its survival. I’d set priorities for the best methods that would secure the brand’s destination.
When a client is in trouble, I always examine the founder’s words. The guiding force of America is, “We the people….” We are the brand. America’s brand is everything we say and do. Let’s begin to reflect this in our actions.
James R. Gregory is the CEO of CoreBrand.
