Guest Contributor
+ FollowBlack America Has to Re-brand
by A. Bruce Crawley, The Philadelphia Tribune
In today’s digitally driven, snap-judgment world, virtually every major product, company or institution has a “brand,” i.e., a popular reputation by which it is known, for better or worse. The strength of a brand today determines levels of consumer support and the ability of political parties and candidates to attract voters (as in “Brand Obama” or “Brand Gingrich”). It also impacts potential for government funding, and even the ongoing quality of media coverage.
Over the past 20 years, or so, China has changed its brand from being a heavily populated but marginally important global player to being seen now as the world’s most important exporter and economic engine.
With that new “brand,” China has been able to create a new, more respected global reputation for itself, including the image of dominant military capacity, whether it’s actually true or not.
Over the same period, African Americans have done an absolutely abysmal job of managing our own brand, and it’s now costing us dearly.
When most people in this country think about the mass African-American population, they automatically conjure up images that include “unemployable,” “uneducated,” “incarcerated,” “irresponsible,” “lack of ambition” and “economically marginal.”
Accurate description or not, that “brand,” perpetuated and enhanced by largely negative media coverage and our own lack of involvement in racial reputation management, has stamped Black folks as a less-valued commodity in the United States. As such, even when we want jobs, people have an excuse for not offering them to us; when we seek political support, candidates, more and more, don’t want to be seen with us publicly.
The “Black American brand” more and more each day, therefore, is creating the new Black American reality.
Even worse, there seems to be no group and precious few individuals today serving as unabashed advocates for building the “Black American brand.”
At one time, while we were still largely poor, we were nevertheless seen as people who could be successfully transitioned into the economy, who wanted to get ahead, and who were capable of making a valuable contribution.
That was during a period when the “Black American brand” was being attentively managed by civil rights leaders, church pastors, elected officials, community activists and business leaders. Today our reputation is being largely unmanaged, and is generally seen as undesirable and fading fast.
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9 Responses to Black America Has to Re-brand
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Michaelle says:
I'm curious. Where are you getting your facts from? What makes you think African Americans don't know how to manage their own brand. My belief has always been to be positive at all times. A story is more appreciated or thought provoking, if it's defining something and is encouraging. There are many African Americans who understand the whole "branding" concept, and those that don't. The best approach is to explain its' value, rather than stress all the negative views many have of African Americans. If we were really that negative, or still viewed as non-worthy, there is no way Obama would be president today. I can't speak for everyone, but that's enough proof for me that we are now living in a different world. Racism will always exist, but so will people who think of themselves as less than. I refuse to be a part of that, and so I prefer to go around uplifting others, and reminding them of great opportunies that exist for our growth and prosperity. I feel drained from the "what's wrong with us" stories that are being published, when there are so many positive changes. Lets focus on being positive and educate each other, rather than tear each other down.
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Knowledge says:
The author is making a common critical mistake that often occurs in this type of forum. The author is confusing the designation of Black and negro. I would agree with the author's general premise as regards negro behaviors exhibited in too many media forums. The general conduct in reality venues come to mind. However, the behavior this piece discusses is not considered Black by the African Heritage Community. The African Heritage Community lists the following requirements for successful attainment of Blackness: The four requirements to be a ‘Black Person’ – The individual must possess (1) African lineage; (2) have knowledge of the rich Black History, (3) aspire to enhance the station of the Black Community, and (4) aspire to personal excellence. Unfortunately, there are many among us who are perpetrating or faking the funk on the question of Blackness. Blackness requires activism to improve our communal condition; so, if you’re laying back; are you truly Black? Remember, you get the negro for free; you have to earn your Blackness! The Media must also understand; only the African Heritage Community is qualified to distinguish between colored, negro, and Black behaviors. A common African Heritage Community idiom is 'every Brother ain't a Brother'. This truth is applicable here. What the author's piece addresses is negro behavior and branding, not Black Branding. The author should have addressed the behaviors of successful, non-entertainment related, Black Professionals to properly assess the theme of this analysis.
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Branding is dangerous when referring to the human being.Let's keep in mind that this so called "negative branding" did not begin with today's media. The notion that our "reputation is fading fast" implies that it was dramatically different some years ago. Today's media is merely continuing a form of degradation set in place centuries ago though forms of apartheid, white supremacy, religious dogma, scientific racism, Jim Crow, Human Zoos, and the demonization of the color black. Black being associated with all things negative is nothing new. China has many things to admire, but still, China is hardly a model of a "just" society. Economic growth at the expense of slave labor, labor camps, pollution, and the poor is nothing to praise. Branding plays on perceptions. With that said, perceptions are rarely conclusive of the truth and there will be no solutions to our communities without it (as in the truth).
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Continued…. We, Blacks, spend too much time on the opinions and perceptions of others…perceptions rooted in a volatile relationship that he or she is having with self. The reality is that those who use negative perceptions against us have no intention on paying attention to the positives regardless of what we say and do. A racist will take even the positives of us and turn them into negatives. We forget that any racist structure is built on the belief that certain groups are inferior by birth. It is also a belief system that is built on the notion that certain groups are entitled to rule the world. It is a belief system that does not seek to pay attention to anything that says otherwise. Selective sight is imperetive in such thinking and our "re-branding" will always be in vain.
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Continued…. "Re-branding" is not what is needed here. Our problems are rooted in self perception, the perceptions we have of our own people, and the continual display of standing upon the doorsteps of others who don't want us as part of their establishments to begin with. Standing upon such doorsteps will always result in a loosing battle collectively. When we begin working together to build powerful entities, the world will have no choice but to have to work with us in one way or another. It's time to get off the doorsteps in vain, and begin building those of our own. We were branded once before, by force. No need to brand ourselves once again, if even by choice in the modern day slave auction block of perception.
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In order for Blacks to have complete control of branding themselves, we need more privilege and power to do so. Corporations, politicians, or a nation (i.e. China), are not comparable to an ethnic group. Accordingly, you can make the same argument for Latino, Middle Eastern, Muslim, etc identites. Essentially, you miss the point that oppression plays a role in the way that disenfranchised people are able to brand themselves. On another note, the people in the Black community who I do believe have the most power to better brand Blacks are the athletes, celebrities, etc. They not only have the mainstream access that formulates our public perception, but they also have the influence to change the way we view ourselves, and the discourse in which we are discussed.
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MisterEarl says:
The Black American "brand", or the image that is immediately associated with Africans in this country, is "Meet The Brown's", Real Housewives of Atlanta and Kobe. It is defined by Al Sharpton, Rush Limbaugh, Carmelo and of course, our brotha president. Do not be misled. Branding is NOT a game for any racial group any more than it is game for a city too busy to hate. Branding is for consumer products and pro sports franchises. It is NOT for amateurs.
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Hopefully readers can reflect on the issues raised in this piece as we enter a new year. The current state of the economy requires that we do. Economies don't go bad. They evolve and we need the flexibility of mindset to evolve along with an evolving economy.