The US brand, a gold standard in international relations since World War II, is in peril, as governments and populations around the world have diminishing trust in the American political system. With continued political polarization and turbulence, the brand is in need of repair. The Biden Administration has pledged to rebuild America’s bonds with the international community – even stronger than before. But is it enough?
During this session, we will hear from Allyson Stewart-Allen, an international business advisor and the Founder & CEO of International Marketing Partners. Stewart-Allen will address what builds and erodes trust in a country’s brand, and how US company executives can and do function as Corporate Diplomats or “Brand Ambassadors” for the country. She will also suggest ways to best integrate US corporate brands within Nordic business culture.