Daily Heller by Steven Heller - What This Country Needs. . .

"What this country needs is a good five-cent cigar," said Thomas Marshall, Woodrow Wilson's vice president. What it certainly doesn't need is to be branded like every major and minor corporation. Yet that's exactly what the brand giant FutureBrand is offering through the Brand America Student Contest, a competition that asks young designers to rebrand the red, white, and blue. For what purpose? The promotion reads:

"Countries are brands, by design or default. A country brand can be a generic label or can become the compelling symbol of pride. When properly conceived and executed, it can elevate a country, focus its tourist offering, fuel its investment opportunities, rally its citizens, and reframe its reputation."

That's all well and good, but does America need more signs and symbols? Or a more effective foreign and domestic policy? Brand America suggests that a brand bandaid (BrandAid) can cure the current economic and political woes. And what is the prize? "Fame and glory," say the organizers. The winner and selected finalists will receive $1000 and a paid internship. Doesn't that seem a rather paltry sum for getting America back on its feet?

(Editor's note: if you missed yesterday's DH due to technical problems, click here)

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9/16/2008 5:32:35 AM (Eastern Daylight Time, UTC-04:00) Comments [3]

9/17/2008 9:13:03 AM (Eastern Daylight Time, UTC-04:00)

Wow, a thousand bucks!

USA! USA! USA!

Steve |ssuranieAT NOSPAMknowink dot net

9/17/2008 9:21:12 AM (Eastern Daylight Time, UTC-04:00)

While I agree with you that this country needs a lot of work on some big issues, I disagree with your flaming of this contest. It is clearly not trying to say "this will fix everything" and what it is doing is sorely needed in America - getting students interested in their country again.

With each generation it becomes more cool to be an American but hate America. We somehow think that it's the "in" thing to be anti-USA. Yet, we have no problem taking advantage of the freedoms this country offers. This attitude breeds malcontent and trendy activism. We end up with so much disdain for a screwed up country that we are content to point out its flaws and watch it continue down its path of self destruction.

I say bring on more contests like this! Get the next-gen designers interested in the country through something they understand. It is far from the fix, but it is a start. Compared to the alternatives, it's a good stem in the right direction.

Oh, and what student couldn't use $1000? Bravo FutureBrand.

Brian |kearnguyAT NOSPAMgmail dot com

9/17/2008 10:57:47 AM (Eastern Daylight Time, UTC-04:00)

Here's a stream of thoughts in response. The Duffy Partner's Bahamas identity system has been successful, I realize that is slightly different, but similar concept. I don't mind the notion of creating a better identity system for our nation.

I always say: better to flame a single contest than entire generations of people. You can find the good and bad in anything and the younger generations are also tackling the issues with fervor.

Amanda |amandaAT NOSPAMamandalenz dot com

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