Steve
used a vacation as an opportunity to investigate the European view of our new
President, and his impact on the image and reputation of the United States.
America is the best country in the world at believing it
is the best country in the world.
In 2014, a Pew study found that only twelve percent of
Americans thought that there were other countries were actually better than the
United States. Fifty-eight percent of Americans charitably acknowledge that other countries may
possibly be in the same general category of greatness, but 28% are absolutely convinced that the U.S. of A. is it. A survey found on Reddit using a different methodology found that the United States is the only country where over 40%
of the people believe that their country is the absolute best in the world.
We’re number one!
Perhaps one of the reasons that so many Americans think
theirs is the best country in the world is because so few have ever actually
traveled to other countries to find out whether their blind faith has any basis
in reality. An analysis by Williams Chalmers in the Huffington Post that concludes that after factoring in business
travel, multiple trips by the same individuals, and eliminating junkets to Mexico
or Canada, the percentage of Americans who travel “overseas” purely for pleasure, learning, and exploration is only around
3.5%. Only about one percent make it to Europe, where this post was authored.
Europe also happens to be a place where you find many of the countries that
might contest our claim of singular greatness.
Indeed, while gliding on an impossibly smooth train
cruising at 200 kilometers-per-hour from Vienna to Salzburg, one realizes that
neither the internet nor embarrassingly uninformed personal biases should serve
as the basis for ranking the world’s nations. People here read texts off their
FitBits, the hotels that now flourish in buildings built in the 15th century have excellent wi-fi, the public restrooms in airports have both Dyson
Airblades and abundant supplies of paper towels, Uber drivers are always four
minutes away… and their personnel do not appear to be disproportionately
misogynistic. Perhaps Austria is number
one!
This journey afforded an opportunity to do original
research on a question that worries American progressives: do our European
allies believe that the election of Donald Trump represents a fundamental and
long-term alteration of the American character, or do they view him to be an
aberration that will be soon rejected – by hook, or by his being a crook. Has he preempted and redefined American brand,
or is he merely sushi left out overnight and mistakenly consumed by a populace
that will return to normal after an inevitable horrendous bout of food
poisoning and projectile vomiting?
An obvious but important disclosure: no one is pretending
that a small number of conversations over nine days with a decidedly non-random
sample should serve as a basis for conclusions on this or any topic. Rather,
consider this piece a sort of verbal Instagram post… a quick dispatch while
traveling intended only to convey a singular image that captures the meaning
you’ve found in your journey.
At first blush, the view of the United States from over
here is a bit like the Christmas dinner where that cute cousin you haven’t seen
in a while shows up in leather and ink, multiple piercings, and spewing the f-bomb so frequently that she actually wedges it between syllables in a single word. What the hell happened to sweet little
Cathy, and when can we have the old one back? But this is a far
too superficial rendering of a complicated topic.
For starters: Europeans are not the least bit naïve about
the serious root causes of the newly Trumped-up
United States. The gutting of manufacturing centers and the loss of jobs to
immigrants is old news in Europe, and there was no sense of shock that the
United States proved vulnerable to the same viruses as well. Europeans are also more able to see the United States as
a subset of the broader global trend toward rightest extremism,
anti-immigration, and isolationism. These winds are shape-shifting every
European country, with widely divergent outcomes, particularly in the recent
electoral tale of two cities in London and Paris. A sudden increase in the
frequency of terrorist attacks in England makes debates about borders,
surveillance, and internet control more concrete in Europe than in the U.S.,
where it remains largely charged rhetoric about Muslims, walls, and fear.
Europeans also have more highly developed radar for a
dangerous surge of virulent, sneering, angry nationalism. The concept of an ambitious tyrant seizing
political clout by playing to national insecurities (“Yes, we are the greatest nation!”) is a recurring motif in European
history. A grossly ill-informed, propaganda-spewing demagogue who whips huge
crowds into emotional frenzy about returning the country to greatness by
rooting out those who are "alien" by country of origin or religious belief? Europe went to that party. Been there, Verdun that.
So, if anything, Europeans have a broader context in which to understand the Trump phenomenon than we
do. That said, the specific circumstances in every country are inevitably
different, and the politician who is the incarnation of the underlying belief
system (Nigel Farage, Marie Le Pen, Norbert Hofer, or Donald Trump) is the wild
card variable that is perhaps most difficult to compute. Europeans appear stumped by Trump. How did that country end up with that leader?
If there is a single word to summarize the impression
that the new President of the United States made upon the locals during his
recent visit, it is probably belligerence.
Les Macron-esians en Paris no doubt
found it, well, galling that Trump would lecture NATO partners about paying their fair share for
defense spending at the very moment European nations spend millions to deal with immigration and terrorism issues resulting from people fleeing the anarchy in
the Middle East that was triggered by the United States’ shock and error in Iraq. Monsieur Trump, peut-être Les États-Unis
should help pay for the shit storm your country whipped up in Europe?
The decision regarding the Paris Climate Accord, when
viewed from the Parisian side of the ocean, is perhaps the most frightening
indication that Trump does signal a fundamental change in American character. Where once the United States
was the global champion of science, it is now the primitive. More pointedly,
the United States was historically the first to see and seize the economic
opportunity in tectonic societal change. That the world’s foremost economic
superpower would stand on the sidelines of the next great global gold rush is
difficult to dismiss as an ebb and flow of political cycles. It appears to be a
mutation of the core DNA.
But policy debates aside, it is the overwhelming power
of visual imagery and symbolism that shapes popular opinion. We have written
many times about how the gaffes of politicians are only truly damaging if they
are perceived to be a dramatic illustration of a broader narrative, a moment of
synecdoche when a specific incident is a concentrated symbol of a truth about the candidate that is his or
her most damaging liability. When Governor Rick Perry of Texas forgot the name
of the third government agency that he would close, the meta-message – that the
Texas governor was an intellectual flyweight in way over his head – came
through at jumbo jet decibels. He dropped out of the Presidential race within
days.
So it was that to Europeans, the single most powerful
visual metaphor for Donald Trump’s recent visit to the Continent was the moment
he rudely shoved Duško Marković, the Prime Minister of
Montenegro, in order to take center stage for a photo op. Mind you, Trump had
no shortage of unforced errors during his trip to the Middle East and the NATO
summit, but those other moments did not have the impact on
our European friends quite like the crude, insecure vulgarity of a large, pompous man
shoving aside a slight, elegant, non-threatening colleague.
To Europeans, the visual of Trump
shoving Marković was one of those moments when a specific incident fully
illuminates the broader narrative: the United States is now a selfish, clumsy,
bully that is not comfortable in the role of leader of the free world.
Like Rick Perry’s amnesia, the Marković
incident was extremely powerful precisely because it illustrated a truth. Today, Europeans often encounter Americans
either in the form of (1) the business emissaries from distant headquarters
whose linguistic limitations force everyone to speak English and who
nonetheless carry themselves with implicit arrogance of being the top dog, or
(2) the tourists who travel in the safety of large, ill-mannered packs that
roam from photo op to photo op with loud voices and still louder outfits. Make
no mistake: in its Jungian collective
subconscious, Europeans still seem to carry the image of brave and
resourceful G.I.s who stormed beaches, braved winters, and hurtled forward to help
free the continent from a despicable dictatorship. But that was then, and
Trump is now. Trump, shoving a slight, decorous European gentleman, is the ugly
American.
People in the United States may want to believe that the admirable stereotypes – that Americans are
smart, hard-working, resourceful, team-oriented, and creative – are the
dominant perception. But there is a second, darker set of stereotypes that exists in parallel: that many
Americans are self-important déclassé clods who think they own the universe and can’t understand why, as
Steve Martin once noted, the French need to have a different word for everything.
Trump’s election, therefore, is not going to be viewed as an aberration
or something inauthentic; it is simply that this alternate truth about
Americans now appears to be ascendant. To Europeans who have recently been
whipsawed by 180 degree shifts in the dominant American persona with each
change in executive leadership, Trump may have been elected, but in many ways, confusion
reigns.
As the 21st century began, we
were liberal, informed, charismatic Bill Clinton, but then we morphed into the
untraveled, slow-witted George W. Bush. He, then, was tarnished and discarded,
and our Presidency re-emerged from the cocoon as the soaring butterfly of
Barack Obama: elegant, idealistic, and cerebral. However, on a grey day in
November, this glam image crashes back to earth, replaced by a crude, lurid,
orange-haired, old, grumpy Donald Trump.
How can we expect Europe to figure out
our new national identity? We are the
United Sybil of America.
Think, for a moment, of
Donald Trump as the “brand spokesman” for the United States of America. Like William Shatner for PriceLine. Micheal Jordan for
Hanes. Or Peyton Manning for, uh, everything.
Perhaps a more pointed comparison would be Tiger Woods for Nike, Jared Fogle
for Subway, or Lance Armstrong for… well, you get the point.
Companies who hire a spokesman to embody their brand are
always taking an enormous chance. If it works – think Michael Jordan – the
brand is able to graft the power, popularity, and personality of the celebrity
onto the personality of their brand. But when these celebrity contracts go bad,
it can be very, very bad. That’s why no major company signs a
celebrity endorsement contract that does not include a huge morals clause that
enables the brand to dump the celebrity in a heartbeat.
The President of the United States is the face, the
voice, the very global embodiment of the nation. The president’s image is
flashed on screens globally billions of times every day. The President of the
United States is the most powerful brand spokesman in the history of
marketing. He is us. We are him. Being the brand spokesman of the
United States of America is one of the most critical aspects of the job.
Now for some bad news: the United States of America hired
Donald Trump to be our brand spokesperson for a four year contract that is
pretty darn impossible to break. Can you imagine if Subway was obligated to continue to use Jared Fogle
for three and a half years after he copped to child pornography charges? Or
that Nike was legally required to use
the mug-shot of a drugged-out Tiger Woods to sell their new putters?
If you are the brand manager of the product called “The
United States of America,” and one day you decide to change your brand
spokesman from Barack Obama to Donald Trump, you can shove all the politics to
the side because the first point to be made is that you have thoroughly
and comprehensively confused your
audience about who you are. But that is just the start of the problem.
The real question any experienced brand marketer asks when
evaluating potential brand spokespersons is whether the celebrity under
consideration truly embodies that meaning
and values of the brand. Is the spokesperson relevant to the brand, evocative of
the brand, and credible to the message about the brand? Karl Malden hawked
traveler’s checks because he played a tough, gritty cop who was savvy about
criminals. Jennifer Aniston promotes cosmetics. And yes, Tiger Woods was once
an immensely popular and spectacular golfer, and a helluva powerful spokesman
for Nike.
America does have recognized
values and beliefs. Marketers would call them “brand values.” They are widely
known, deeply etched, and closely associated with our brand. And the true “brand
values” about the “United States of America” brand are not about whether
America “is great,” or is “greatest,” or needs to be made “great again.”
What are the true “brand values” of the United
States? That democracy is great. Freedom
is great. The rule of law is great.
The right to pursue life, liberty, and
happiness is great. Freedom from
religious persecution is great. The right to free speech and an independent press are great. We are willing to fight to protect, defend,
and perpetuate those ideals. When the United States enjoys broad admiration – yes,
perhaps even the perception of greatness
– it is when we were most actively
advocating and living our brand values.
But when a President refuses to investigate a tainted election,
does not respect the rule of law or the judicial branch of government, and urges
religious persecution, he is not aligned with the brand values of the United
States of America.
When a President refuses to honor the nation’s prior
commitments, insults our allies, and attempts to curtail free speech and an independent press by slandering those who disagree with him as "fake news," he is not aligned with the brand values of the United States of America.
And, yes, when a crude thug shoves the leader of another
nation, he is not aligned with the brand values of the United States of
America.
Donald Trump is presenting the United States as a backward nation that is so clumsy, insecure, and lacking in grace that we have to shove aside a small, nonthreatening country to push our way to the center.
Does Europe think that we have truly changed and become that
country? Or that we are merely an imperfect union that strives for progress,
but inevitably suffers one step back for every two steps forward?
In one of those moments of serendipity, this writer arrived back in the United States the day that the Pew Research Center announced the findings of a major global poll designed to understand how attitudes towards the United States have shifted as a result of the election of Donald Trump.
Here is, verbatim, the lead paragraph from that report:
"Although he has only been in office a few months, Donald Trump’s
presidency has had a major impact on how the world sees the United
States. Trump and many of his key policies are broadly unpopular around
the globe, and ratings for the U.S. have declined steeply in many
nations. According to a new Pew Research Center survey spanning 37
nations, a median of just 22% has confidence in Trump to do the right
thing when it comes to international affairs. This stands in contrast to
the final years of Barack Obama’s presidency, when a median of 64%
expressed confidence in Trump’s predecessor to direct America’s role in
the world."
As to our question about Europe?
"The sharp decline in how much global publics trust the U.S. president on
the world stage is especially pronounced among some of America’s
closest allies in Europe and Asia, as well as neighboring Mexico and
Canada. Across the 37 nations polled, Trump gets higher marks than Obama
in only two countries: Russia and Israel."
Finally, this paragraph speaks directly to the role that the U.S. President plays as the "brand spokesman" for the United States of America:
"In countries where confidence in the U.S. president fell most, America’s
overall image has also tended to suffer more. In the closing years of
the Obama presidency, a median of 64% had a positive view of the U.S.
Today, just 49% are favorably inclined toward America."
Here is the glimmer of hope.
The fact that the reputation of the United States does not fall in a direct, one-for-one relationship with the reputation of its President means that citizens of other nations are easily able to distinguish between and hold different views of the nation relative to those they hold of its President.
It seemed clear that Europeans see the disconnect
between the brand values of the United States and of its current spokesperson,
Donald Trump. The values of one do not add or help the values of the other.
They compete, and each is weakened by the association: the United States looks
bad to its audience, and Donald Trump is viewed as not being up to the
standards of the United States. And yes, the longer is goes on, the more damage
is done. But people do see a difference between the President of the United States and the nation, The United States of America.
The view from Europe?
Perhaps the question would be best answered on Instagram,
where one could post a picture of a rotund, orange-haired jerk shoving a
smaller, peaceful man so that he can take a more prominent place in a photo op.
And the caption would read: “It is still a good and decent country, but they
have the world’s worst brand spokesman... ever.”
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