The Great American Brand

The Great American Brand. The Red, White and Blue has always meant Independence to most everyone across the world. It’s as much associated to the United States as apple pie, baseball and NYC. It’s the color of freedom, liberty and opportunity. But in recent years it’s been contrasted and discolored with the color green. The green of greed, over-indulgence and grief. This attitude has affected our brand and the way we are viewed by nearly every country.

So, the re-branding begins. In order to re-brand, you have to know evaluate the current state of your brand. Integrate you current position and then you're able to elevate your position in the minds of your consumer. This means learning the brands history, in this case studying why the colors were chosen and integrating how "green" can be used to our advantage.

The flag consists of thirteen horizontal stripes, seven red alternating with 6 white. The stripes represent the original 13 colonies, the stars represent the 50 states of the Union. The colors of the flag are symbolic as well: Red (PMS 193C) symbolizes Hardiness and Valor; White symbolizes Purity and Innocence; and Blue (PMS 281C) represents Vigilance, Perseverance and Justice.

Our country has demonstrated valor, perseverance and vigilance as we protect ourselves and others. We have demonstrated hardiness and justice as we push through some of the hardest economic times in our history. And finally we've demonstrated purity of heart when we elected our first African American President of the United States.

So we'll keep the Red, White and Blue and we'll take the green from the love of money and greed to preservation; the ability to give and not take; the love of mother earth.

As for many the branding is more internal than external and starts at the top. As our attitude changes the external is automatic.

Thank you America for protecting our brand, our independence, valor, vigilance, perseverance and especially our safety. Happy 4th of July!