For decades, an American identity has been one of the world's most powerful brand assets. But in a shifting global landscape, is it now a liability? A new survey from Ipsos reveals a 22% global drop in purchase intent for American brands, creating a ‘perception penalty’ that has real economic consequences.
Seth Traum, a Partner at Ipsos Strategy3, joins us to unpack the findings from their "Brand America 2025" survey. He discusses why this anti-American sentiment is rising, how some brands like Apple navigate it, and the strategic playbook for brands in this complex new reality.
We discuss:
The 22% ‘perception penalty’ and its impact on trust and sales.
Why US sentiment is rising while global sentiment is falling.
Key lessons from the brand strategies of Apple, Tesla, and McDonald's.
The importance of monitoring the ‘say-do gap’ between attitudes and actions.
Why brands should focus on universal values over a national identity.
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