School's back in session. We've made through the "first year boot camp" of the Creative Brand Management program at VCU Adcenter. For those not familiar with the program. It's like an MBA program on creative steroids. Our first project for Brand Campaigns class is to Brand America.
How exactly does one Brand America? That's our first challenge. We have about a month to come up with innovative ways to improve the global essence of the U.S.A. The challenge assumes that we have a $500 M budget to make it happen. In early October, the top three teams go to NYC and compete alongside two real agency teams from Draft FCB and Tribal DDB. Only one will win.
But seriously, Brand America? Where does one begin? There are so many different angles to look at, the media channels are endless, and to some people, the subject is touchy. I spent the last two months living in a hostel and meeting people from all parts of the world. Conversations quickly turn political when the subject is brought up. If we are going to improve the American Brand, we first have to examine the reasons why the global perception of America has shifted over the past 20 years.
This project is as daunting as it is exciting. I'm ready to get started. Check back soon for updates on the Brand America Project.