For decades, an American identity has been one of the world's most powerful brand assets. But in a shifting global landscape, is it now a liability? A new survey from Ipsos reveals a 22% global drop in purchase intent for American brands, creating a ‘perception penalty’ that has real economic consequences.

Seth Traum, a Partner at Ipsos Strategy3, joins us to unpack the findings from their "Brand America 2025" survey. He discusses why this anti-American sentiment is rising, how some brands like Apple navigate it, and the strategic playbook for brands in this complex new reality.

We discuss:

• The 22% ‘perception penalty’ and its impact on trust and sales.

• Why US sentiment is rising while global sentiment is falling.

• Key lessons from the brand strategies of Apple, Tesla, and McDonald's.

• The importance of monitoring the ‘say-do gap’ between attitudes and actions.

• Why brands should focus on universal values over a national identity.

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