WATCH OUR LIVE PANEL DISCUSSION

Learn how U.S. brands are leaning into their stories and winning Americans’ loyalty

WATCH OUR LIVE PANEL DISCUSSION

Learn how U.S. brands are leaning into their stories and winning Americans’ loyalty

Dive into Brand America 250 in our live panel webinar, where we explore how America’s brands remain a source of pride and unity as America approaches its 250th anniversary.

Listen in as we explore the opportunities and pitfalls American brands face in the changing world, and how brands can pivot to win the next 250 years.

Alec Tyson

Senior Vice President, Lead Pollster

Anne Mitchell

Senior Vice President, Corporate Reputation

Chris Murphy

Global Head of Service Lines, Market and Brand

Ben Meyerson

Vice President, Marketing

Key highlights and takeaways:

Should brands lean into patriotism?

Chris Murphy explains that there’s some risk today in brands that choose to lean into American imagery when marketing themselves, with political division running extremely high.

"Some clients will actually ask, “Should I be wrapping myself in the American flag these days?” Especially those that are more steeped in Americana and, and heritage. And the answer in the vast majority of cases is, ‘I'd be careful about that right now.’

It's a very, very different world that we're living in now where, you know, contempt for people who are of a different political party is quite high, which makes it very hard to be an All-American brand. Are you really going to try to appeal to all Americans? That's a tough thing to do right now. It doesn't mean it can't be done, but it's tough."

How corporations can stay grounded amid political turbulence

Anne Mitchell argues that brands are best served by staying grounded in their long-term purpose rather than reacting to short-term political currents.

"To be American is political. And that's certainly true in this moment. I think that that's why that discussion is happening with our clients, right? Because they have some fear and anxiety, as well as understanding there may be some opportunity on the table.

I think our general advice is, ‘Don't attach yourself to a political figure or moment.’ You know, return to core business values and find ways to connect with your audiences in a way that's really credible and authentic to you, and that will be enduring. So, look for ways to meet that moment that you're experiencing around you socially and politically.

But I think the reminder to brands and businesses is: Stay focused on your strategy, your values over the long term. And then look for ways to sort of connect into that nuance and how your key stakeholders are experiencing the specific moment we're in. And find ways to show up really credibly and authentically that, you know, won't leave you in four years feeling isolated."

How the economy is shaping consumer behavior at America 250

Alec Tyson stresses the importance of understanding how economic realities shape consumer perspectives and decision-making.

“The economy is always a perennial concern, but right now we're at a really acute moment. We've been living through what you could call an affordability crisis for about four years now. So the economic opportunities, the economic pressure is absolutely really salient right now.

And that's the context or backdrop for any brand engaging is to be aware, understand these dynamics and how deep they go and how they affect different cohorts differently. We could talk about generation, we could talk about income or education cuts. Everyone's feeling the pressure, but in different ways. And that's another area in which good research I think can help ground your initiative.”