The American “Brand” Is Changing, And We Must Adjust – Whether We Like It or Not

As global views shift and domestic behavior evolves, the U.S. must confront its changing identity—navigating a new era when the American brand no longer means what it once did.

By Evan Buckingham

As I drove on Interstate 35 this weekend, I found myself in an ironic and familiar situation. Soon after entering the exit lane, a blue Tesla abruptly swerved in, bypassing traffic in an ever-so-kind “pass on the right” maneuver. I had to brake hard, then veered onto the shoulder (this shoulder has saved lives) to avoid a collision before returning to the exit lane and watching the same blue Tesla re-enter the northbound lane, saving precious seconds on its weekend commute to who-knows-where. My rescue dog, startled in the backseat after being suddenly tossed across the car, steadied himself as we navigated yet another reckless driver’s maneuver.

As of June 2024, Austin was composed of 82% American-born residents. My recent near-death experience on the highway exhibited the impatience, selfishness, and disregard for other lives that characterize the current "American" brand: one of individual entitlement over collective responsibility. While this behavior isn’t exactly new, it has increased in frequency in 2025. The blue Tesla personified a shift in American behavior, which brought back memories of marketing classes in business school, namely the branding classes. While this article isn’t an exposé on Tesla’s branding—financial markets in 2025 have already decided on that brand—it explores the evolving "American" brand, domestically and internationally. Brands don’t need passports or work permits to cross borders.

The Historical Complexity of "American" Identity

The term “American” has long been contested. In much of the Western Hemisphere, it is a continental identity rather than an exclusive label for the United States. My experiences in Latin America, as a Peace Corps Volunteer in El Salvador and a corporate professional in Puerto Rico, reinforced the idea that the American brand holds excellent value, whether admired, resented, or otherwise.

In “What Does 'American' Actually Mean?” Karina Martinez-Carter explores this paradox. The author, a second-generation Mexican American living in Argentina, experienced Argentine perspectives like “America is a region, not a country” and “We're all Americans.” Many people she encountered viewed the U.S.-centric use of the term as arrogant, comparable to expecting everyone to speak English abroad. (I urge the reader to introspect and identify any tendencies toward entitlement in their behavior, particularly as I finish this article just hours before the next episode of The White Lotus airs.) Back to The Atlantic article—the author also highlighted the experience of a Latin American immigrant to the U.S., who initially felt confusion upon arriving, assuming that "America" referred to the entire land mass rather than just one nation.

If these sentiments existed before, they have since evolved and will likely have mutated further in 2025. The irony now is that while Americans may increasingly be perceived as insular, some Latin Americans might seek to distance themselves from any association with the "American" identity altogether. Despite this, economic data suggests a growing resemblance between the U.S. and its most economically similar Latin American neighbor countries, Mexico and Brazil.

Image: World Inequality Database.

According to the World Inequality Database, the top 1% of earners in the U.S. control 20.7% of national income, closely mirroring Mexico (21.6%) and Brazil (21.1%). By contrast, the highest rate in Europe is Bulgaria at 17.1% (sidenote—how would you compare the American brand to the Bulgarian brand?), while South Korea leads developed Asian countries at 16.2%. This Western hemispheric economic convergence prompts reflection on whether the U.S. is aligning more closely with the socio-economic realities of Latin America. Paradoxically, Latin Americans may seek to distance themselves from the "American" brand or begin to perceive U.S. and Latin American brands more as equals. Secretary of State Marco Rubio, reflecting on the infamous January 6, 2021 Capitol insurrection, remarked about the Latin Americans he grew up with in Miami: “Today, America looked like the countries they came here to escape.”

The “BrandScape” of National Identity

During my time in business school, branding was a core focus as a person who concentrated on marketing. When beginning to write this piece, I couldn’t help but consult one of my former marketing professors, Dr. Ralph Oliva, for insights on my thesis and how branding can apply to national identity. He introduced a framework—aptly presented in PowerPoint form, of course—called "BrandScape," which instantly brought back memories of pre-pandemic days. Originally created for corporate branding, the "BrandScape" framework offers an accessible tool for anyone interested in examining the "American" brand. The “BrandScape” has many elements, but for this article, I’ll touch on the three below:

• Footprint: The brand’s core values and essence.

• Capsule: Top-of-mind associations.

• Elements: Visual and symbolic triggers.

Applying this to the United States, the footprint has historically centered around freedom, opportunity, and individualism—founding principles as profoundly ingrained in the American brand as apple pie. As marketing expert Dr. Phil Kotler describes, “The essence of a brand is not just what people think of it, but how they feel about themselves when they engage with it.” In 2025, domestic polarization and shifting global dynamics have influenced how Americans and the world perceive the brand, regardless of which side of the equator they may be.

The capsule, or immediate brand associations, have drastically evolved​​. If the capsule in the past 100+ years evoked innovation, leadership, and prosperity, recent months have further promoted associations with nationalism, divisiveness, and decline. The brand elements, including the U.S. flag, the national anthem, and cultural exports, once universally recognized symbols of aspiration, now elicit a more complex range of emotions abroad.

How the World is Redefining the “American” Brand

The shift in global perception of the “American” brand is brought into sharp focus by a recent Dallas Morning News article, “Avoiding Anti-American Sentiment When Abroad.” As someone who has lived in Texas for almost three years, there is no stronger Texan brand than that of Dallas (and the Cowboys, of course), making the article's subheading that much more sobering: “Your safety is more important than your national pride.” Take a moment to let this sink in: prioritize safety over pride. This shift significantly and concerningly changes how Americans are advised to navigate the world.

The article advises U.S. travelers to avoid flashy clothing, be mindful of their behavior, and expect mixed reactions to visible signs of American identity. This preparation mirrors the content that U.S. government personnel receive as part of standard security briefings when posted abroad. The fact that Canadians—historically known for their polite demeanor—have started booing the U.S. national anthem and using proprietary apps to identify Canadian-made products further signals a shift in perception.

"America First" policies have begun to increase disengagement from regional cooperation, impacting the brand’s image across the Western Hemisphere. Once viewed as a beacon of stability and opportunity, the U.S. faces growing skepticism from neighbors who once aspired to its ideals. Fortunately and unfortunately, depending on your views, almost half of U.S. citizens won’t physically navigate this environment anytime soon, as only 51% of citizens hold a passport as of 2024.

Where Does the "American" Brand Go from Here?

The 'American' brand in 2025 stands at a crossroads. While its historical foundation remains rooted in ideals of freedom and opportunity, shifting geopolitical landscapes, domestic polarization, and changing global perceptions have altered its trajectory. The question is whether the U.S. will embrace this evolving identity or take intentional steps to reframe its narrative—both at home and on the world stage. Just as companies must adapt their brand positioning to maintain relevance, so must nations reckon with how they are perceived and what they truly stand for in a rapidly changing world.

Evan Buckingham draws on his rich and varied background—Peace Corps service in El Salvador, finance in Puerto Rico and Boston, and leadership roles in multinational corporations—to explore the intersection of identity, culture, values, and branding in an ever-evolving international landscape. His global perspective and versatility inform thoughtful contributions to a range of contemporary topics. A lifelong learner, Evan met Jeremi while taking a certificate class he was teaching at the University of Texas at Austin.