America first... for now: how Chinese and European brands are closing the gap

By David Haigh
The United States may be putting itself first, but on a global scale its long-dominant brands are facing increasing pressure. It is not just China that is closing the gap – so is Europe. If US brands are to stay on top they will have to lean into the future and figure out what to do next


President Trump was elected on a promise to put America first. He reiterated the promise in his inauguration, which included an all-time record 34 mentions of “America” or “Americans” in a 1,433 word speech. Yet in his first State of the Union address earlier this year, it was a full hour before there was any mention of the United States’ place in the world when Trump proclaimed a “new American moment” and said that there “has never been a better time to start living the American Dream”.

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Issue 71