Strengthening Brand Am 2

Strengthening Brand America

Mission:

Winning Leadership Share of Foreign Direct Investment

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Brand America is a Promise

“To immigrants, the brand promise of America was simple: if you were willing to be industrious and reasonably virtuous, you could rise in wealth and status in America as you could nowhere else on earth.”

Brand America - The Mother of All Brands

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Brand America is in Trouble

“Since 2002, the image of the United States has declined in most parts of the world. Favorable ratings of America are lower in 26 of 33 countries for which trends are available.”

PEW Global Attitudes Project 2007

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“Brand America today finds itself in an unfamiliar position. Derided, mistrusted, misunderstood, even hated, it just can’t seem to do anything right any more. This sometimes happens to very powerful brands, even when their behavior is immaculate, which America’s hasn’t always been.”

America Home Free? By Simon Anholt 2005

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Brand America is in Trouble“Brands go through strong and weak periods, times of success and times of trouble. Today brand America has problems. Its motives are constantly questioned and the country does not gain the respect it once took for granted. Consequently, the time is ripe for an evaluation of what is wrong with the brand in order that these problems can be addressed and corrected.”

Brand America - The Mother of all Brands book review by Martin Payne

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Economic Value of FDI• Productivity Growth

– In 2006, foreign affiliates spent over $34B in R&D and $160B in plants and equipment.

– In 2007, foreign affiliates reinvested $64B of profit back into the U.S. economy.

• Job Creation– Between 2003 and 2007, over 3,300 new projects yielding ~$184B

in investment and 447,000 new jobs– Foreign affiliates employ ~5.3M workers and pay +25% higher

wages and salaries.

• Generate Exports– In 2006, subsidiaries of foreign companies generated ~ $195B

(19%) of U.S. exports.

Source: Invest In America Fact Sheet

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FDI Share is Declining

“It looks very much like Brand America is in need of a new strategy.”

Brand America - The Mother of All Brands

Brand America is in TroubleBrand America is in Trouble

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“The implication for this Committee, Mr. Chairman, is to guide the U.S. government to give real support and incentives to empower and activate credible messengers who can begin the process of bridge building.”Keith Reinhard 2004 TESTIMONY BEFORE THE HOUSE SUBCOMMITTEE ON NATIONAL SECURITY, EMERGING THREATS, AND INTERNATIONAL RELATIONS

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“You can’t talk your way out of a problem you behaved yourself into.”

Stephen Covey

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Founding Fathers Had it Right

Strong States = A Strong America

“The States should be left to do whatever they can do as well as the federal government.”Thomas Jefferson

The 10th amendment recognizes a shared responsibility between State and Federal government.

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The New Solution

Strong States = Strong Brand America

• Focus on the needs of the global business community

• Improve attractiveness of each state for foreign direct investment

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The New SolutionStrong States = Strong Brand America

Strengthen Brand America through dramatically improved place brand mastery within the U.S. economic development community.

Teach them to be the credible messengers who can begin the process of bridge building.

Teach them effective place branding.

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Place Branding is not …

Simply a logo and a tag line.

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Place Branding is …

Making a heart and mind opening promise of what somebody can expect to experience when they invest time or money in a location, and proactively working across a complex delivery system to ensure that promise is realized each and every time.

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Four Key Criteria

1. Relevance

2. Competitiveness

3. Authenticity

4. Consistency

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Place Branding includes …

• Promise definition

• Messaging

• Asset management

• Asset creation

• Business climate management

• Capital attraction, retention, expansion

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Strengthening Brand America

1. Short term - Improve place brand mastery and application across America.

2. Long term - Attract more top graduates from Colleges and Universities into the economic development field

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1. Improve mastery by creating, deploying and sustaining a place branding community of practice website.

2. Improve investment choices (public policy reform and infrastructure) by generating and sharing quantitative research data on foreign direct investor perception of each state as a location choice for capital investment.

3. Improve strategic planning at the state and large metropolitan level by training the economic developers on how to use the data to drive choices and for effective place branding.

Strengthening Brand America Strengthening Brand America

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Website OverviewDesigned to encourage self-learning and application of place selling, place marketing and place branding to increase FDI share.

Underpin the design with adult learning principles to maximize understanding and retention of the information.

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Learning StylesSTYLE TACTIC

Listening and Reading PowerPoint PresentationsWhite PapersLinks to relevant sites

Observing and Imitating Best Practice Sharing

Doing Self Guided Personal Branding

Receiving Feedback Q&A SectionSurveys

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Coming Attractions

• Invest in America Monthly Update

• Media Message Comparison Brand America vs. E.U.

• Best in Class Case Studies Project with IEDC