Levy said that as for the citizen of the world the values have been traditionally that of America. No this equation has become a bit coloured by a few decisions of the last few years. Two, in a world facing so many problems America cannot stay away from climate change and the environment. Three, he urged America to be a little less lonely while making decisions.

Sorrell pointed to a survey of the popularity of Brand USA (that is, its political image) and of its corporate brands around the world from 1999 to 2006. Brand USA is well differentiated but it is not well liked — and in each country corporate brands are more popular.

Brand USA is now seen as being a bit arrogant, unapproachable, rugged, independent and kind. The adjectives it has moved away from include: charming, stylish, glamourous, friendly, caring.

Sorrell suggested that the next president besides being surrounded by very strong people should be more engaged, committed to fighting poverty globally and respecting sustainability. The environment and global issues are, after all, good for brands.

Sorrell said the world’s perceptions may be difficult for America to accept but they do exist. It is the world's largest economy at 12 trillion dollars and: “when you are brand leader you have certain responsibilities and rights”. Besides, he argued that these perceptions could be changed quite swiftly with a change in leadership.

Levy had an objection to the word brand: “As an advertising man, I hate to speak about a country as a brand and a product.” One can speak of its image. Marketing, he said, is very different the set of values a country has.

... contd.