Simon Anholt

“A brand is as much an open invitation to complain as it is a promise to deliver”
― Simon Anholt, Brand New Justice: How Branding Places and Products Can Help the Developing World

“One of those settlers was Normandy-born and ornately named J. Hector St John de Crevecoeur, who embarked for America in 1754, purchased an estate in Pennsylvania, and married the daughter of an American merchant. In his Letters from an American Farmer, first published in 1782 in English and translated soon after into French, Crevecoeur described his adoptive country and his countrymen in the most flattering terms: We are the most perfect society now existing in the world... Here individuals of all nations are melted into a new race of men, whose labours and posterity will one day cause great changes in the world... Here a man is free as he ought to be... An American is a new man, who acts upon new principles; he must therefore entertain new ideas, and form new opinions. From involuntary idleness, servile dependence, penury, and useless labour, he has passed to toils of a very different nature, rewarded by ample subsistence – this is an American. It was partly through such fervent testimonies from men like Crevecoeur, and from foreigners like the even more famous Frenchman de Tocqueville and the less famous German Francis Lieber, that America gained its reputation abroad, because third-party”
― Simon Anholt, Brand America