Marketing the American Dream

James Glover - August 12, 2013

Smart Monday/Promotion

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are looking at marketing the American Dream.

We are big believers that you can brand anything, whether person, place or thing. This past week we attended the 2013 Rural Forum, New Mexico's top economic development conference, and a key discussion theme was place branding and delivering the American dream. Visit

Keynote speaker Ed Burghard, CEO of The Burghard Group and creator of Strengthening Brand America, presented the concept that a state like New Mexico should strive to build an environment that enables its residents and businesses to pursue the American dream. This will attract talented people to the state who will create opportunities for growth and prosperity.

From a branding perspective, delivering the opportunity to pursue the American Dream is a unique differentiator for a state. Xavier University has developed the American Dream Composite Index (ADCI) that tracks how well each state is doing related to its economic, well-being, societal, diversity and environmental factors. Visit

New Mexico now ranks #2 on the scale. Promoting this high ADCI score is a unique way for New Mexico to differentiate itself from its competition, the other 49 states. Further, striving to be #1 on the ADCI can provide strategic direction for the state and all its rural communities to work together toward building and strengthening the brand of New Mexico.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at Contact James Glover at (505) 501-1330 or email  Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on KVSF 101.5 FM.

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