America (the Mother Of All Brands)

GREAT BRAND STORIES Great Brand Stories is a series that sets out to tell the inspiring stories of some of today’s top brands. Edited by brand expert John Simmons, the books focus on brands that have not only reaped huge profits for their owners, but also established themselves as icons of contemporary society. America is more than just a country-it’s the biggest brand the world has ever known. That’s the argument of this provocative new book. Launched, managed and advertised alike a global brand since the declaration of independence, America has deliberately marketed itself, its culture and its products with deft salesmanship and sheet hard-nosed determination. But this 200-year-long success story now seems to be under threat. Today, America is a brand in trouble. This book shows how the most powerful brand in history grew to greatness, how close it has come to throwing it all away, and what might still be done to salvage it. This is a book for anyone interested in what the future holds for the world’s sole remaining superpower. Review "Enjoyable, informative and insightful from the first page to the last. This dynamic little book delivers what is perhaps the first truly fresh analysis of the United States and US power in half a century. Can one understand what’s happened to America’s image without reading this book? I frankly doubt it." Ojars Kalnins, director of the Latvian Institute and Former Ambassador of the United States About Author: S Simon Anholt is one of the world’s leading experts in creating brand strategies for countries, cities and regions. He has advised the governments of the United Kingdom, Croatia, New Zealand and Switzerland, among others, as well as the British Council, the Goethe Institute, the World Bank, the United Nations and many other organizations. He is a founding director of Placebrands, a firm that advises national and local governments on brand strategy, development and public diplomacy. He is the editor of the journal Place Branding, and his previous books include Another One Bites the Grass and Brand New Justice. Jeremy Hildreth is an associate at the London office of Saffron Brand Consultants. He is a native of California, has degrees from Wharton and Oxford, and has written for numerous publications including USA Today, Wall Street Journal and The American Spectator. A keen internationalist with a wretched ear for languages, he travels far and wide speaking only English, a limitation for which he is constantly apologizing.