America's got a new plan of attack when it comes to marketing itself around the world. Going forward, the country will base communications around the idea that this is the "United States of Awesome Possibilities."Ah yes, the Good Ol' USAP, where Everything is Possibly Awesome. Or at least, where there's a 50% Chance of Awesome (personally, I'm no fan of stuffy Latin credos, and have always felt that our national motto should sound more like a local TV weather forecast).
Just imagine how potentially bitchin' it will be, living in the United States of Awesome Possibilities! The Founders may have been Christians, they may have been Deists, but one thing is certain: wherever they are, they're kicking themselves that they didn't think of this first (although Benjamin Franklin came close, during one of those late night, drunken bull sessions at the Second Continental Congress, when he suggested the Great Seal of the United States should read "E Pluribus Unom nom nom." Then he stole Lambert Cadwalader's bucket).
The country's new positioning comes courtesy of the Corporation for Travel Promotion, which this summer hired JWT to handle a global marketing campaign and is worked with branding firm The Brand Union to create a logo for Brand U.S.A.I can tell you this, if I were president, I wouldn't go on some World Apology Tour. I'd stand up before the United Nations, and proudly declare that the United States is the greatest brand on earth, and that I am a firm believer in American Exceptionalism™ (Reg. U.S. Pat. Off) and its subsidiary brands, Diet American Exceptionalism®, and American Exceptionalism Extreme with Lemon®.
But as Chris Perkins, JWT'S CMO for the CTP said, "What is so compelling about the United States is that no one thing can explain who we are as a nation."
True that. We get plenty of out-of-towners here, and I once asked a foreign visitor why he chose Hollywood for his vacation. He said, "Oh, I considered lots of other destinations -- Europe, Japan, Australia -- but I just found myself really drawn to your vagueness."
I just hope the CTP can find a way to entice potential tourists with the limitless, Lovecraftian depths of our shapeless inky void. I think they've made a very good start with the logo:
The group said in a press release that the dots in the campaign's logo, shown above, create a "21st-century brand" which "symboliz[es] the boundless possibilities of the U.S.," as well as representing America's "diversity."The DiscoverAmerica campaign is in the early stages of development, and is still seeking a legend for their logo, one which "evokes and celebrates our ambiguous, ill-defined nature. But No Spoilers!" So I sent them my suggestion:
America: We're Hard to Explain, And We Look Like the Measles.
So what's your catchy slogan for the United States of Awesome?