Marketing America

We've Moved!

noreply@blogger.com (Mike Bawden) — Mon, 11 Feb 2008 21:13:00 +0000

Well, I've finally found a way to combine all of my blogs and web content onto one site. Sorry for the confusion here, folks, but I'd encourage you to check out the "new" Brand Central Station by clicking here.

I won't be posting on this blogger site any more. It's been a great home while it lasted, but I'm moving to a new location where life will be a little easier to manage. All of my personal blogs will remain on blogger, though.

Hope to see you there!

All comments (c) 2008, Brand Central Station - all rights reserved. For more information about BCS, please visit our website.

What Ethnic Diversity Means For America

noreply@blogger.com (Mike Bawden) — Mon, 16 Jan 2006 17:39:00 +0000

In cultural terms, the American culture is unique. Given the time in history when the first European settlers came to the new world, the Americas – and the United States in particular – have developed multi-ethnic cultures that are highly adaptive, very creative and, without question, confusing.

Although what I write here is derived primarily from my own observations of life and culture here in the USA, I imagine that to one extent or another, these observations also hold true in much of the Americas. You see, with very few exceptions, almost everyone who lives in the Americas is related to someone who came from somewhere else (i.e. another country outside of the Americas).

And confronted with a harsh, if not downright hostile, natural environment and limited consumable resources, our ancestors had to learn to rely on one another to maintain their existence. Later generations of immigrants to the Americas faced similar challenges – although the times and problems were different.

As generations passed and cultures layered themselves one atop the other, a synthesis occurred (and is still happening). This multi-cultural synthesis is rich in its diversity and sometimes painful in its own, inner conflict. But it’s part of what makes this place so unique and so creative. Without the layering of cultures, the world would not have jazz, the tradition of a free press, publicly funded school systems or the Internet.

Creativity is not always a quiet, little process that results in a beautiful painting or ingenious new idea. In fact, creativity is often violent and conflicted. Nowhere else but in the culture of America is that better demonstrated.

While cultural conflicts aren’t necessarily a pretty thing – many times the resolution to that conflict is.

America’s diversity as a nation has contributed and will continue to drive its spirit of creativity and innovation. Conflicts, or at least the threat of conflict, will force people to see things they may not normally want to see – and, most importantly, the threat of conflict will inspire a select few to find a resolution.

Cultures adapt over time. America’s blend of cultures means we’re often adapting in fits and starts. Sometimes ahead. Sometimes behind. It’s a beat that sounds like a different drummer to those who are not familiar with our country or how we cope with change. But it is our drummer.

To each, a beat of his own.

Technorati Tags: Marketing, Advertising, B2B Marketing, Ethnic Advertising, Minority Marketing, Client Management, Leadership, Creative Thinking, Culture, Cultural Diversity

(c) 2006 - Brand Central Station, all rights reserved. For more information on Brand Central Station, please visit our website.

America’s History Of Innovation

noreply@blogger.com (Mike Bawden) — Wed, 11 Jan 2006 16:06:00 +0000

America values creativity – it’s both a necessity and a challenge to conformity with the rest of the world. As a strength, America’s love of things creative bolsters the general optimism that we have. As a weakness, our creativity sometimes generates so many options that we’re slow and inefficient when trying to assess everything.

It can’t come as much of a surprise that creativity and innovation are native to the American culture. After all, when our forefathers landed in this country, they had very little in the way of assets with them and all the resource of North America with which to work. Since then, the application of wit and creativity to resources has paid off handsomely.

Creativity was a contributing factor to the survival of the early settlers in the American continent, too. With large, natural barriers like the Mississippi River, Great Plains and Rocky Mountains before them, pioneers had to create their own methods to overcome these natural features. To fail meant certain death or starvation.

And so it goes that in a land where you had to create and make what you needed to survive, a culture that embraced creativity and innovation was born. A history of innovation in America can be found here.

Today we find communities investing in venture capital centers (like this one in my home town). Community leaders have decided that it’s actually in the public’s interest to continue fostering innovation, with the hope that one of these start-up ventures will become the next Microsoft.

Technorati Tags: Marketing, Advertising, Branding, Brand, Leadership, Client Management, Innovation, Creative Thinking

(c) 2006 - Brand Central Station, all rights reserved. For more information on Brand Central Station, please visit our website.

America’s Fascination With Market Research

noreply@blogger.com (Mike Bawden) — Mon, 09 Jan 2006 20:51:00 +0000

Americans are among the most measured and monitored people on the planet – and for a society built on civil and social liberties, that serves as a confusing paradox for many foreigners.

During the first half of the twentieth century, there weren’t always enough consumer goods for everyone who wanted them. Manufacturers didn’t have a difficult time selling their products and so they didn’t have to worry much about what their customers really wanted. As Henry Ford was famous for saying: ‘Americans can have any color car they wanted, as long as it was black.’

That manufacturer to consumer dynamic changed after the end of World War II, however. From that point on, consumers had more and better choices and companies quickly learned they needed to make products customers really wanted. With that realization, the consumer market research industry was born.

Worldwide, there are literally billions of consumers out there who have varying preferences, making market research vitally important. In the USA, consumers are measured in a variety of ways: by neighborhood, by political affiliation, by income, by entertainment preference, by lifestyle, by age. We are among the most “measured” people on the planet.

But the American view of market research is decidedly less sinister than the way the discipline is viewed in other countries. There are two primary reasons for this: 1) the cultural view (and assumptions made of the intentions) of big businesses and private enterprise and 2) the cultural view (and assumptions made of the intentions) of government.

As can be seen in the violent (and non-violent) demonstrations against globalization and big business, much of the rest of the world keeps a very jaded view of the intentions of entrepreneurs and industrialists. I recently ran into this at an international meeting of several of my PR colleagues. We were discussing the positive values of our organization and I suggested “Entrepreneurial” as a positive value. The rest of the group disagreed, however, citing negative qualities associated with the word (self-interest, greed, etc.).

This general distrust of business and industry has lead to a very slow adoption of many of the market research standards that we’ve had in the US for some time. Of course, evolution of methodology and cultural acceptance of market research concepts are different on a country-by-country basis – but a clear example of this can be seen in a recent direct marketing effort my colleagues in Europe launched earlier last year.

Direct mail pieces were printed by my English and German colleagues who intended to use them in a way very similar to the way we would implement a direct marketing campaign in the US. Other partners (from other countries in Europe) ordered additional direct mail pieces to supplement their programs. In the re-cap, however, I was intrigued to learn that nearly half of the companies did not send out the direct mail pieces until after they had made an introductory call to the prospect first – almost the direct opposite of how we would manage the program in the US.

I was further surprised to learn that two of the agencies had the cards printed and kept them on hand to use as a response piece when they were contacted by a new business prospect. They said it was “bad form” to cold call and even worse to send unsolicited direct mail.

Conversely, when looking at the collection and use of data by government, many people outside the USA feel more comfortable with their government collecting financial and demographic information than they do with private companies collecting the same. Why is this?

A case can be made, I think, that the more a native state emphasizes its “social” role (e.g. many European countries have a more “socialistic” approach to government than we do in the US), the more the people of that country expect the government to have pertinent, personal information. While consumer data held by the government might be considered an abrogation of our civil rights here in the USA, that kind of consumer knowledge is acceptable in other countries.

Globally, market research is reaching a common standard – and it’s likely to have an even bigger impact as we move more and more transactions and interactions online.

Technorati Tags: Marketing, Branding, Market Research, Customer Relationships, Vendor Relationships, Employee Training, Sales Training, Informed Decision Making

(c) 2006 - Brand Central Station, all rights reserved. For more information on Brand Central Station, please visit our website.

Why Americans Aren't Very Good At Collaborating

noreply@blogger.com (Mike Bawden) — Wed, 04 Jan 2006 20:51:00 +0000

Culturally, Americans have a handicap when it comes to collaborating (online or in person). And unless we do something to identify and address this problem, we’ll come in to every international opportunity at a severe disadvantage.

Blame it on our forefathers – the original settlers to the New World were, in many ways, a bunch of malcontents who didn’t fit in and couldn’t get along with those they left behind. In later years, immigrants to America came with their own dreams of glory, riches, freedom, etc. But rarely was it a dream to “work with other people.”

No, collaboration – as a value – is not necessarily inherent in the American DNA. Just look at several of the icons that symbolize America and American values: the stoic outsider, the religious Puritan, the lone cowboy, the rugged farmer, the resourceful entrepreneur. Each of these images celebrate the individual as much as his or her accomplishments.

The values represented by these symbols aren’t bad. In fact, the American historical experience that has made ideals like creativity, honesty and hard work valuable tends to reward the output of collaboration particularly well – innovation. Look at all the firsts coming from this culture over the past 250+ years and you see a steady stream of innovations that were an interesting blend of one person’s idea mixed with the resourcefulness and passion of others.

You see, when we put our mind to it, Americans can be very good at collaborating. My point is that it has to be an intentional thing. Collaboration is not second nature to us. Not yet, anyway.

Keeping that in mind, it’s easy to see why our political leadership can get cross-wise with peers from other parts of the world. Claims of American hegemony are painful but understandable (whether they’re true or not is, and always will be, a subject of debate) and are a direct result from our initial desires to “do our own thing” rather than to collaborate with other partners.

There are two other aspects of American social culture that play into this discussion. The first is our tendency towards self-segregation and, on a much larger scale, isolation. The historical roots behind this run deep. Physical barriers separated the first colonists of our continent and, as a result, it was commonly accepted practice to favor those with whom you were raised. Cultural biases from the old world were carried across the Atlantic, as well. Just because everyone was in the Americas did not mean their dislike for one another had been left in Europe.

Segregation was never directly addressed until the 1950’s – and even then, the causes of civil liberties and civil rights have had a rocky history. A good bit of this arises from the tendencies of those in power to want to retain that power – both political and economic. Add to that a myriad of opinions and accusations all made under the protection of the 1st Amendment to the Constitution and you have a dynamic situation that is still generations away from being solved. (More on that another time.)

The second aspect of American culture that works against the need to collaborate is our physical size and location in the world. For hundreds of years, it was hard to get here. America operated alone and in isolation. This country wasn’t even considered to be a world power until the Imperial Era of the late 19th Century – and even then, our approach tended to be more laissez-faire than England, France, Spain and the other Western European powers that be.

Our tendency towards isolation was probably most notable in the run-up to World War II. But there are still shards of this attitude left today. Our country’s reaction to 9/11 is a direct result of this underlying tendency towards isolationism.

So successful collaboration between Americans and others in the world is possible, just not automatic. It takes work – possibly even more work from the American in the group or committee – to be successful. But given our history of creativity, our passion to succeed and an honest, American curiosity to see how good things can be, collaboration can be a winning strategy.

Technorati Tags: Marketing, Branding, Collaboration, Partnership, Hawthorne Effect, Customer Relationships, Vendor Relations, Leadership, Culture

(c) 2006 - Brand Central Station, all rights reserved. For more information on Brand Central Station, please visit our website.

Oh Say Can You See?

noreply@blogger.com (Mike Bawden) — Tue, 03 Jan 2006 00:44:00 +0000

We’ve been spending time on the BCS blogs this week, talking about the importance of “vision” as a guiding element behind the creation of brand value. I maintain that this is especially true in the United States and that the idea of using a stated “vision” as a management tool is due, in large part, to the culture of America.

The concept of “vision” to describe an idea or, more specifically, an ideal state, is not unusual. Humans have always tied something of the divine to the sense of sight – arguably the most important sense we have. The ability to see is directly dependent upon our optic nerves which are just extensions of our brain. Humans take in a majority of their information through site. In short, we’ve evolved to the point where seeing and vision is very critical to our species’ survival.

Ancient people recognized this to one extent or another. Mystics who were thought to be able to converse with the gods were called “seers”. Visions were considered to be shared among those who were blessed. Back in the days of ancient man, if you had a vision you were destined to become a priest of some kind – a pretty good job if you could swing it a few millennia ago.

Then the politicians had to move in and spoil everything. Military men and ancient rulers would claim some vision from one god or another and then march off to war against their enemy. Apparently, either the gods who sent the visions didn’t know how to communicate very well or the visions themselves were too convoluted to be of much good, because many of these campaigns ended in disaster. Visions were, it seemed, not particularly well-suited for war unless they were supplemented with a heavy dose of strategy.

One military man who seemed to do okay with his visions, though, was the Roman Emperor, Constantine. The night before the battle of Milvian Bridge, Constantine had a vision in which he was instructed to place the sign of Christ on the shields of his soldiers. Fortunately for Constantine, he won the battle of Milvian Bridge and eventually co-opted his relationship with the Christian church, turning it into an instrument of imperial policy.

But the die was cast. A “vision” was given special standing in the eyes of mere men – and it would remain that way for generations to come.

The difference between this imperial/holy vision and what we’ve come to know and understand as a vision in America can trace its roots back to the Declaration of Independence. This was the work of men, working together to make a stand against imperial power – a power claiming authority from a higher power. But the work of Jefferson, Franklin and the others on the committee drafting the document did not rely on visions delivered in dreams but rather the combined works and philosophies of men seeking a more “natural” explanation of rights and the place of man in the world.

During this period, known as the Age of Enlightenment, man started claiming visions for himself – inspired by God, nature, beauty, whatever. The word “vision” started to take on a new meaning that didn’t mean a literal sighting of an event or person but rather an idea.

Over the growth and development of the American experience, the vision identified by the Founding Fathers of our country has had to grow and change to meet the changing social landscape in which we live. Keeping the vision “fresh” seems to be an important part of the process. The vision of America (often referred to as the “American Dream”) has changed in the last two hundred years to embrace the rights of women and minorities as equals to property-owning white men (as represented by the original founders).

And technology has played its part, too.

Originally, a “vision” had to be expressed solely in words and actions. But now, thanks to an ubiquitous media, Americans (and people around the world) try to understand by looking at something rather than really understanding it. This may be placing too much literal value on “vision” as opposed to its conceptual worth.

There’s debate even today that some of our great speech writing presidents (e.g. Lincoln) and leaders (e.g. Washington) never would have passed muster in today’s political climate because we’ve discounted the value of the words and thoughts and put more emphasis on style and eye appeal.

The danger we face here is that we often accept a visual representation as a “vision” without really listening to the words or “substance” that goes along with it. It’s easier. It’s faster. But it’s often wrong. Unless everyone in the audience shares the values, concepts and lexicon of the speaker, misunderstanding is bound to occur.

Then there’s the “follow-up” problem. You see, as the American experience shows us time and again, a vision won’t work unless it’s constantly communicated and re-defined to reflect the changes in the environment. That’s why successful leaders must always reassess and reassure people on the accuracy of their understanding and the value of the plans the build on that understanding.

For the past 231 years, we have shared in a common vision for a place where people can pursue life, liberty and happiness. It’s meant different things at different times – but that’s okay. Keeping a vision alive isn’t supposed to be easy.

(c) 2006 - Brand Central Station, all rights reserved. For more information on Brand Central Station, please visit our website.

How George Washington Helped Create The American Brand

noreply@blogger.com (Mike Bawden) — Wed, 23 Feb 2005 04:39:00 +0000

If you're like me, you probably used to roll your eyes during history class when the teacher would talk about George Washington being the "Father of our country." It sounded like such nonsense.

But yesterday (Monday) was President's Day - a lame, lazy-history holiday that somehow combines Washington and Lincoln's birthdays into one day and then mixes in an allusion to the other forty or so "other guys" in the what must be the world's most exclusive fraternity (at least for now).

Today (February 22nd), though, is Washington's birthday. His 273rd to be exact. And I'm concerned that the further away we get from Washington's time on this planet, the less we understand (or appreciate) what he meant to this country and how much we are, in fact, his beneficiaries.

Quite a bit of what we consider to be idyllic in American culture is drawn from Washington's character - or, at the very least, from the reputation of his character. A good bit of what sets us apart from the rest of the world can be traced back to this amazing man as well.

Take your time to get to know George Washington as a man and you find a person who was very concerned with creating a stoic image of fairness and civility. He was firm and focused. What compassion he felt for the weak and helpless was tempered with an iron will and determination to achieve. For many in Colonial America, General Washington represented the determined and honorable American soldier, faithful and steady in the face of undeserved British criticism; bold and heroic when it came to battle.

For those who studied Washington's careful management of his resources, time and political equity, a much more complex (but no less amazing) portrait emerges. This man was wiley in war, losing more battles than he won but winning the war in the end. He knew how to position himself carefully and almost always in the center on divisive issues.

George Washington embodied consensus - sometimes to the frustration of his more devout acolytes and rabid political enemies. But it was that sense of what was "in the middle" balanced with a desire to find the just remedy that made Washington the only man who could hold together the Constitutional Convention and the only man who could serve as the first President of the new republic.

There are a few aspects of Washington's life that I think are distinctly American and, up until Washington did them, had never been accomplished:

1. Washington sensed a need for military leadership in the early days of the American Revolution. Although he had been elected as a representative from Virginia, he showed up for the Continental Congress dressed in a splendid uniform - even though there was no Continental Army at the time! Washington had designed his own uniform and wore it to show he was ready (or at least looked ready) to lead an army against the British should one be required.

2. At the end of the American Revolution, Washington could have seized control of the government and ruled as king or emperor. In fact, there were calls to have Washington crowned as king of America. Instead, Washington resigned his commission as a soldier (in fact, he was "Commander In Chief") and went back to Virginia to farm.

3. Following his unanimous election and unanimous re-election, Washington ended his career as President of the United States with his second term. His unwillingness to serve a third term set a precedent for the peaceful transition of power from one chief executive to another - an American tradition that has been reproduced in countries around the world but started here first.

4. Upon his death, a full 65 years before the Emancipation Proclamation, Washington freed his slaves and provided for their well being. Had America continued on the path originally set by Washington, Franklin, Adams, Jefferson and other Founding Fathers, slavery might have been addressed in a more peaceful way with a resolution much less bloody than the Civil War that tore at the heart of the United States in the mid-1800's.

These were bold, creative moves taken by a man who put his country and his countrymen first - literally sacrificing everything he had for his country and letting ultimate personal power pass him by for the long-term well-being of his countrymen.

Thank you, George Washington. We're all indebted to you.

And, happy birthday, Dad.

(c) 2005 - Brand Central Station, all rights reserved. For more information on Brand Central Station, please visit our website.

Where We See Red and Blue States, The Rest of The World Sees Purple.

noreply@blogger.com (Mike Bawden) — Fri, 11 Feb 2005 23:29:00 +0000

The English language is a wondrous thing. I love it because I love history and our language is absolutely filled with old words from a variety of cultures. This isn't an elegant, pure language like French. Rather, English is a dirty, bastard-child of a language with an impossibly tangled lineage that makes it rich and interesting.

Add to that the fact that we often hide symbolism in our speech and stories - often times, without even realizing it. If you've studies deconstructionalism at all, you know what I mean. The French philosopher, Jacques Derrida, helped lead the way in challenging language on its surface and looking into what went unsaid and what that, in turn, said about the speaker. (I'm paraphrasing decades of philosophy here, but I hope you get the point.)

So, why quote modern French philosophers and an ancient language when talking about marketing the brand that is America? For the simple reason that we, as Americans, often don't realize there is a greater meaning to our words than what we may intend. Americans are quick to offer opinions and frequently use extremes to make points or defend a position. But what we usually ignore is the nuance inferred by our choice of words, use of symbols, tone and manner of speech.

These things are not overlooked so easily by the rest of the world - although, the rest of the world may not realize that what they're hearing isn't what we mean to say but rather a faint, historical echo resonating from what we've actually said. Let me give you a very simple example:

In the American election this November, newscasters, politicians and pollsters were busy yacking up the airwaves with talk of "red states" and "blue states." As far as I can recall, every broadcast booth had a map of the United States with some states marked in red and others in blue. Interviews with disgruntled Democrats and haughty Republicans portrayed a country divided.

To those of us in the cultural "know" we realized that while there was disagreement, in some cases disagreement stridently presented, we were (and will continue to be) one country, indivisible. But to much of the rest of the world, this election looked like some kind of civil war. Red versus Blue. Conservative versus Liberal. Rural versus Urban. Don't forget, we've seen civil wars over the past three hundred years that were dominated by people associating themselves with a particular color: White, Orange, Green, Blue, Grey, etc.

Add to all of this mess a number of campaign strategists who often used the terms of warfare to discuss what was happening at the polls (mobilizing, rapid response teams, etc.). It's not hard to see the signals we were sending unintentionally.

Deconstructionists were probably having a "field day" - a term that, no doubt, has its own military lineage.

My concern about all of this Red State/Blue State nonsense is the signal it sends to our friends and enemies abroad. The sour grapes of 2000 gave people the impression that the US was in dire straits and on the verge of some kind of collapse. The shrill nature of the primaries in 2004 reinforced this idea - which culminated in a presence of "foreign observers" stationed at various US polling places to make sure there were no voting irregularities for the first time that I know of.

The rest of the world sees America as poised on some kind of cliff - the result of budget deficits, rampant military spending, overwhelming dependence on fossil fuels and a variety of social ills from childhood obesity to indecent halftime shows during the Super Bowl. Yeah, America is just one good shove away from a total meltdown.

The problem, of course, is that even if we know the meltdown isn't going to occur any time soon, we continue to use language and send signals that say otherwise. The last great empire to suffer this fate was the United Kingdom who, thanks to the good works of patriots like the American Founding Fathers, eventually found that the sun had, indeed, set upon their empire long before they came to realize it.

Despite their words to the contrary, the blue-bloods of the privileged classes, the red coats of the military and the royal purple all gave way to a new world order and a lesser place in the world. And if it can happen then, the thinking goes, it could happen here.

(c) 2005 - Brand Central Station, all rights reserved. For more information on Brand Central Station, please visit our website.

Why "Quantity over Quality" Seems to be the American Way of Life.

noreply@blogger.com (Mike Bawden) — Wed, 09 Feb 2005 22:00:00 +0000

For starters, let's get something out on the table. Even a crank can be right.

Whether or not we like to admit it, the USA is a "consumer-driven" society - and we're not very graceful about it. I suppose it's possible a society focused on meeting the needs of the consumer can also pay attention to larger, communal issues like public health, energy conservation and the rest. But it's not very likely.

At least, that's what our history tells us.

And with a history of consumption with little regard for the impact that consumption has on the environment in which we live, is it any wonder why Americans often find a fundamental disconnect with people from other cultures who do not live in a land of plenty?

Most Americans, especially those who have never been out of the country (by current counts that's over 60% of the population), don't realize how different life is beyond our borders. Unfortunately, this contributes to how other peoples view Americans in general and our authority figures, in particular.

American ignorance is often confused with American arrogance (there are plenty of instances where the two go together). To compound the confusion and angst, most of our leaders have a unique ability to blend the two - sending exactly the wrong signals at the wrong time.

But I maintain it's not all their fault. Core American traits like optimism and enthusiasm and values like self-reliance lie at the root of this cultural snaggle. Given our country's historic capacity for producing food and other essential supplies, Americans have learned to become very self-reliant and to produce what they need to survive (if not thrive).

Over the past two hundred years, as innovation and ingenuity have created larger and larger bounties, Americans have (quite literally) grown to meet the available supply. That curious blend of attitudes that combine optimism and hope for the future with the reality that we might not get a chance to eat for the foreseeable future yields an enormous appetite for food, entertainment and other entertainments.

I maintain we're generally larger, heavier, taller and rowdier than ever because of our own success and the lack of pestering neighbors from other countries looking over our shoulder, wanting in on our action or offering to help when we're down. The need to depend on one's self has lead to an innate understanding that "More" is usually better than "Good". In fact, it's hard to find all-you-can-eat buffets in other countries, yet there are plenty of them in the US. In general, the food quality suffers at a buffet of this kind as the quantity of food offered can increase.

Much of the "quantity over quality" approach to life reflects Americans' quest to consume. No other country takes consumption to the max quite as aggressively as Americans. In fact, it was in the USA where businesses developed techniques of selling ideas and products to the masses. Mass marketing through the media or mass production of consumable items wasn't possible for decades in other western civilizations because of cultural and language barriers.

With a history of consumption and mass marketing, American's often equate buying and consuming with happiness and status. "The Good Life" in the USA is often defined by the number of possessions one has. Ironically, as the tendency to mass consume has gone up, so has the incidence of depression.

The lesson: "More" may not always mean "Better." So, where is society headed?

Re-establishing quality over quantity seems to be an essential factor in cutting down Americans' quest to consume. Directly related to this are other factors like chemical dependencies (e.g. nicotine or alcohol dependencies), fitness and energy use. One other key factor seems to require attention in order for Americans to consume less.

Speed.

If Americans slow down, the general wisdom says, we'll consume less. Quality of experience will eventually replace quantity of experience because people will take the time to enjoy the experience in the first place. But how hard will it be to change this "American" way of life? We suspect it will be very difficult - probably requiring some kind of national "crisis" in order to influence and enforce the behavioral change necessary.

Here's hoping we live to see the day.

(c) 2005 - Brand Central Station, all rights reserved. For more information on Brand Central Station, please visit our website.

The Rugged Individual - More Than Just An American Icon

noreply@blogger.com (Mike Bawden) — Tue, 01 Feb 2005 06:34:00 +0000

John Wayne and Ronald Reagan had more in common than their short-lived football careers and more successful movie careers. Sure, they were both Republicans, but I'm not talking politics here, either.

Instead, both mean epitomized the American icon I refer to as the rugged individual.

This icon has been often seen in American media in the form of a cowboy, a soldier, a preacher, a steel worker, a baseball player, a cop and just about any other person set at odds against a foe (or foes) whose sole objective moves from mass destruction of the system to a mano-a-mano vendetta against the hero. It's a bit narcissistic when you think of it, but then again, aren't we?

We celebrate the rugged individual's guts, his sacrifice, his ability to endure, his courage. Most rugged individuals in our media stand for something and are willing to do whatever it takes to make things right in the world. All the responsibility rests on their shoulders.

We've had this figure of the "go it alone" American etched into our national consciousness for generations. And, to a large extent, there's much about that approach to life that has been reinforced by our experiences. Our history is filled with stories of people who take responsibility into their own hands and act. Whether it's Paul Revere or the Lone Ranger, Americans are taught from a very early age that we know what's right and have to do it or it will go undone.

The rest of the world is torn between admiring this quirk in the American approach to life and despising it.

You have to admit, this model cuts attempts to moderate, bide time and build consensus off at the knees. Sometimes our rush to judgment is either rewarded with the spoils of being the first into a situation or penalized with harsh criticisms from the folks we assumed would be right behind.

Then again, when you've so blatantly taken the point position on so many things, to suddenly shift to a more pensive, thoughtful approach can be fraught with difficulty, too. (Look at the criticism recently heaped on the USA and other western countries for taking three or four days to make an aid commitment for tsunami relief.)

I don't want to justify either approach. We are who we are. Americans are always going to be bold - we've had to be for the past five hundred years. But we need to develop a keen understanding and - if possible - appreciation for how other cultures approach similar situations. And, more importantly, we have to learn how to explain the differences between our cultures so our actions aren't misinterpreted and misunderstood.

As rugged individualists, we should know that if we don't take the time to do it, no one else will.

(c) 2005 - Brand Central Station, all rights reserved. For more information on Brand Central Station, please visit our website.

The role of free speech in defining America's voice.

noreply@blogger.com (Mike Bawden) — Tue, 12 Oct 2004 08:30:00 +0000

It's a bit ironic that I would be writing about the values of transparency and candor and their importance to the brand that is America during a presidential election campaign. In fact, I can't think of a more appropriate time to demonstrate my point, albeit by contrast.

We start this entry with a brief history lesson and then a point or two.

Creativity and the First Amendment
Making a new fangled democracy from scratch isn't easy. In fact, the Founding Fathers of the new union of American States found quite a few issues they couldn't settle through negotiation (slavery being one). But once the Constitution was completed, there was one thing everyone could agree on ... the Constitution wouldn't pass.

The document had done a good job of covering detailed administrative and operational issues. Bureaucrats love procedure and process - and they haven't changed much over the past two hundred years.

The difference this time around, however, is that there were a number of founders - most notably Thomas Jefferson, John Adams and a few others, who found significant holes in the constitutional document. These two commentators - each one from a different point of view on the role and importance of government - were able to provide an objective review of the document and joined the chorus of voices expressing concern for the protection of personal liberties.

The original Bill of Rights - those first ten amendments to the US Constitution - provide some of the most important protections to individuals in America. These limits on government were unique to mankind when they were introduced and are some of the most eloquent and elegant statements on personal freedoms in existence today. They reflected concerns of citizens at the time they were written and, for the most part, still accurately reflect the concerns and expectations of citizens today.

It's no coincidence then that the freedom of speech has played such a significant role in defining the American brand worldwide over the past two hundred-plus years. Americans have, for the most part, rewarded brands, institutions and people who say what's on their mind. Conversely, American consumers have demonstrated time and again their disdain for brands that lie to them.

Successful American icons are generally portrayed as "straight talking." Whether those icons are cowboys, jazz, apple pie, high school football, John Wayne or Abe Lincoln - there is a natural love affair between things that are true to themselves and things considered to be "American."

Honesty and candor are important to the pursuit of the American dream because true creativity can't happen in a vacuum - or, worse still, in an environment of unkowns and lies. Creativity, the kind that can save people's lives or change their environment to make it a better place, requires a clear understanding of the challenges that lie ahead.

Unfortunately, this expectation of candor and honesty can lead to some pretty ugly statements. When the President of the United States challenges terrorists to "Bring it on," or that Osama bin Laden is "Wanted dead or alive," Americans see a leader who is being honest with his feelings while others - especially those outside the USA - who see the ugly side of this honest streak emerge as bragadocio, or in the case of our current president, a "Texas swagger."

The interesting thing to note here is that Americans don't like it when they find out a brand is propped up with lies. This is true whether it's a product, an institution, a celebrity or a politician. Enron. Michael Jackson. Even our current political leaders are getting pummeled for their inability to tell the truth or admit a mistake.

America is a noisy place.
One of the things many people who live outside the USA don't seem to realize is how our First Amendment freedoms shape our media landscape.

Thanks to a Constitutionally-protected right to say whatever is on your mind, we have a culture that supports over 25,000 magazines, 40,000 newspapers and tens of thousands of broadcast and cable properties (television and radio). And while all of these media properties pick up and repeat the opinions and thoughts of Americans (and others), those messages are received differently inside America than they are on the outside.

Over two hundred years' experience of deciphering this clutter has tempered Americans' ability to listen and has made us very selective in how we filter information received through the media. This trait, alone, makes American media audiences different from others and it's a fact we often forget.

And it's a trait that most other foreign cultures don't take into consideration when dealing with American customers or American brands.

(c) 2004 - Brand Central Station, all rights reserved. For more information on Brand Central Station, please visit our website.

Where does America's creativity come from?

noreply@blogger.com (Mike Bawden) — Mon, 11 Oct 2004 14:31:00 +0000

If there were one core value I would associate with the American brand, it would be creativity.

In my marketing practice, I usually look for a historical root to each brand value we try to use with a client. That practice works in the case of Brand America as well - and especially in the case of creativity as an essential American value.

Creativity's roots in American history
If you look at the coincidence of the birth of the Renaissance and the discovery of the New World, you find there is much less luck involved in the timing than you might originally guess. In fact, the discovery of the New World and its further development by primarily Western Christian cultures was, I believe, an inevitability given the geography and cultural growth occurring at the time.

As man was starting to re-discover lost knowledge about himself and the world around him, it was natural (and that word is key) to continue exploring - whether that be to satisfy one's own innate curiosity or for the glory of some higher power (a ruler or deity in most cases). In fact, exploration carried with it several rewards, some social and some economic.

So it's appropriate that on Columbus Day (today) we view the discovery of the New World as the first step towards American independence and the creation of a unique American brand.

It was with the discovery of the new world that people realized there was a far off place that was relatively unspoiled. The human mind - especially the Western mind - has a way of taking ownership of such an imagined place and building expectations into it. As a result, the New World became a place of hope and dreams. A place where the questioning could find answers whether in the form of religious freedoms, riches, commodities or land.

What these original immigrants found when they landed here was a country full of opportunity and, more importantly, peril. It was very easy to get yourself killed over here. Whether the indigenous people were friendly or not, one wrong move could send you over a cliff or into uncharted woodlands for ever.

The dance between danger and hope in America began here. The result was a unique kind of creativity born out of necessity and a blending of cultures, traditions and knowledge unburdened by conventional moral and social rules. People had to get along and had to work together or they would die.

It was that easy.

Within two hundred years, American philosophers and scientists (most notably Ben Franklin) started to lead the way in discovery and "enlightened" thinking. Why such leadership from such a small and distant country? After all, Americans were considered rude, backwoods huckleberries - especially by the British. Yet many of the American "Founding Fathers" were well educated in a variety of cultural backgrounds both by formal training and by virtue of exposure to so many cultures both native and foreign.

This blending of cultures combined with geographic size, relative isolation and virtually inexhaustible resources to create a prime environment for something new to evolve. The essential ingredient required to form the American culture, however, was creativity.

The more you read and understand this point in history, the more amazing it is that so many people came to a similar conclusion at approximately the same time. The essential elements of a creative environment - whether it’s found in an advertising agency's creative department or a research and development lab - were brought to play in Philadelphia during the various Congresses of the 1770's and 80's.

Constitutional compromises were reached that broke new ground in how people would be governed. Faith and reason were untangled in the name of government and religious freedom for the first time in over a millennia. And innovations like paper money, free press and other conventions we consider as a part of our everyday life were created out of necessity.

Creativity has been - and continues to be - an essential part of the American psyche. It's a core value of what distinguishes American things as being uniquely American. Such a value comes with several inherent risks (after all, people are naturally resistant to change), but the upside potential is what most Americans see when it comes to innovation and "all things new."

Understanding the role of creativity in the birth and on-going development of America is essential in understanding what our brand means to people in our country and around the world.

(c) 2004 - Brand Central Station, all rights reserved. For more information on Brand Central Station, please visit our website.

A New Blog for A Troubled Time

noreply@blogger.com (Mike Bawden) — Thu, 07 Oct 2004 20:13:00 +0000

I know I'm not the only one who feels like the "shine" has come off the reputation our country once enjoyed. We were supposed to have won the Cold War and with it forged a new world order built on peace, prosperity and freedom.

Right?

Unfortunately, with the US Presidential elections just around the corner, things in America don't look much better today than they did four years ago when George W. Bush's election officially ended the panacea of peace ushered in by Ronald Reagan - a realization of the world's fragile situation which had slowly deteriorated under presidents Bush (the elder) and Clinton.

This is not a blog containing political screeds - or, for that matter, a political perspective that is neccessarily conservative or liberal (in the American political sense). Instead, this blog is a running conversation (held, at times, out loud) on the status of American prestige in the world and its significance to US businesses trying to build markets abroad and at home.

The name of this blog is: Marketing America - which is the title of a book I'm working on and from which much of this material is derived.

I would appreciate your comments, thoughts and observations as I continue to post material to this weblog. By reading (and, hopefully participating), you'll be on the "inside" as I conduct research and form/test theories. I'll report back on interviews with business people from around the world, discussions with journalists and other thought leaders - and I'll even include my personal insights from the various consulting projects on which I work throughout the year.

Thanks again for your interest. This should be an interesting place to be.

Mike Bawden
President
Brand Central Station