Even at its worst, America has always been considered competent. Now, the combination of Donald Trump and coronavirus has cast the U.S. as pathetically inept. And it’s not a good look.
Over the past two decades, America’s image around the world shifted in a significant and unexpected way. With the rise of Silicon Valley, our brand morphed from the bellicose and muscle-bound superpower to the land of innovation and technological competence. In the global mental map of America, Apple, Google, and Facebook replaced McDonald’s, Boeing, and General Motors as symbols of the USA. We were no longer the knuckle-dragging hegemon—we were nimble and creative.
administration—the job that is essentially the chief marketing officer for the American brand around the world—I found that the most common request I got from international diplomats and leaders was, could I help them get in touch with the Silicon Valley tech companies? Would I introduce them to someone at Google, Apple, and Facebook? Our brand differentiator was no longer drones, Tomahawks, and foreign assistance—though all of them still mattered—it was search, likes, and Twitter.
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