My father’s admiration for America began with a vending-machine coffee at JFK airport in 1968.

Arriving from Egypt, where authoritarian rule prevailed, he encountered his first vending machine. The ability to insert a dime and instantly receive a steaming cup of coffee represented innovation and potential in a new world, sparking his love for the country. The American brand’s power led my parents to relocate, perceiving a wealth of opportunities in a simple cup of airport coffee.

Presently, America’s global image remains robust. Immigrants still migrate here for fresh starts and promising futures. International surveys consistently rank the U.S. as a top destination for living or visiting, and the majority of individuals view the country as a reliable global ally.

Yet, domestically, the American brand faces a crisis. Divisive politics, fragmented media, and societal alienation have eroded our national unity. A considerable number of Americans no longer uphold the concept of American exceptionalism, viewing the country’s democracy skeptically.

This shift is concerning. Having assisted companies in brand-building, I’ve witnessed the consequences of brand deterioration. A brand reflects a collective significance founded on profound truths, and once that is lost, restoration is challenging. Nations that squander their brand equity often struggle, as evident with the UK post-Brexit.

However, America still has the opportunity to thwart a similar brand crisis. Acknowledging our differences inherent in our DNA, we must embrace unity alongside diversity. Recommitting to national ideals like liberty, equality, and justice, while acknowledging our historical imperfections, is crucial in reinforcing the American brand.

The American brand’s magic lies in the joint efforts of individual Americans. By uniting to tackle challenges, create ventures, protest, learn, or celebrate, we contribute to something greater. Embracing shared purposes empowers us to transcend individual atomization and build a vibrant community.

My parents exemplified this ethos, crafting successful careers and contributing to the American brand’s essence. Now, it falls upon all of us to revive the American brand. Despite current divisions, America remains a space where collective action can shape a desired future.

Renewing the American brand for upcoming generations necessitates grassroots commitment and collaboration. Taking the lead in fostering unity within local communities, families, and workplaces is pivotal to breathing new life into the American brand. We must collectively strive to realize the potential and promise of the American brand, ensuring its endurance for the future.