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How does a brand go about writing it's next chapter? Join us for the discussion, and for breakfast. 

, CEO Glow London & Chair of The Marketing Academy’s Global Alumni Program

, Author of Rebrand Right and Founder of The Brand Strategy Academy

, Founder of Co:definery and Author of Market of One

The Power of a Brand Reset

Summer School has got to be our favourite week of the year.

Getting the next generation into the agency and giving them a taste of the industry just feels right. 

They had a diary packed week of workshops and talks covering everything: strategy, finance, creative, design, account management, AI and social. 

And they got hands on with a brief they were pretty passionate about: "Getting Financial Education into Schools". 

A huge thanks to everyone involved this year – our fifteenth summer school and they just keep getting better and better.

Our judges: 

 for opening their doors again this year.

Summer School 2025

Is consumer research still relevant in today’s environment?

Jamie joined the 

 podcast to dig into that very question - exploring the role of research in today’s brand world, where it helps, where it hinders, and why a bit of instinct still goes a long way

Featuring isobel's, Jamie Williams, plus Corbett Keeling's Marketing Director Sharon Cahill, ex Tesco, Samworth Brothers & Travis Perkins plc Commercial Director James Cornish, and Visionise Ltd's Associate Director David Wilkinson.

Hosted by the mighty Rob N M Iles.

Is Consumer Research still relevant

Once upon a time, brands were inevitable – thanks to big budgets, supermarket shelves, and a handful of media channels. But the game’s changed.

Fragmentation, low trust, and constant disruption mean the rules have been rewritten. So how do you build a brand that actually lasts?

Join us and ROAST in a couple of weeks, for a discussion about 'The Future of Brand Building'.

There'll be wise words from our very own James Appleby and our [ yellow tail ] Casella Family Brands client Kevin Chinn, plus ROAST's Lynsey Rollinson , AllSaints' Jay Safdar, System1 Beth Marchant & Sun Life's Vicky Brunwin.

Wed 16th July, 8.30am-11am
ROAST 1st Floor, 53 Frith St, London W1D 4SN

The Future of Brand Building

The land of the free. The home of the brave. And the dream of many, the world over.

“The shining city upon a hill”, as Ronald Reagan quoted.

From the Declaration of Independence, through the post-World War 2 era, and into today, Brand America and the Star-Spangled Banner has stood for freedom, liberty, and opportunity – the world’s centre point and conductor, built on economic strength, soft power and cultural influence.

The home of Hollywood, Disneyworld, Nike, BBQ, the NFL, The Empire State Building, and the Grand Canyon.

What a country to visit. What a country to emigrate to. What a country to invest in. To buy products from. To aspire to.

But over the past few months, this powerful and symbolic American brand is starting to unravel.

The policies and rhetoric of Donald Trump are changing how the world views America, and unlike his first term, the effects are becoming significantly more tangible.

America is no longer the reliable peacekeeper of global order. While the U.S. remains a NATO member, countries in Europe are now rapidly investing in their own military defences to compensate for this shift in leadership.

Meanwhile, the U.S. has drastically reduced its soft and cultural powers with the near-total gutting of USAID, an action that has ended seven decades of America’s leadership in development and diplomacy. As a result, China is moving quickly to fill the void left by the U.S. It’s a shift in global influence that raises serious questions about the future of Brand America.

Only time will tell how Chinese policy, and influence, will change the world’s cultural dynamics.

This is all in addition to the most talked about policies – Trump’s tariffs, which have weakened America’s economic influence, disrupted global trade, and led some investors to reconsider their dealings with the U.S.

So, in just 4 months, Trump’s impact on Brand America has been profound.

US tourism has been hit hard. Tourism Economics’ projected a 9% increase in international inbound travel to the U.S in 2025, but so far, numbers are way down.

The number of Brits crossing the Atlantic is down 14% YOY, German visits are down 24%, and amazingly, airline bookings from Canada to the U.S. are down 70% compared to the same period last year. This is in stark contrast to Trump’s first term, when US visitor numbers, including from Canada, didn’t fall.

Less visitors means a hit to the US economy, and a hit to jobs. Tangible brand related metrics.

And given the US hosts the Ryder Cup this year, the FIFA World Cup next year, and then the Olympics in 2028, these numbers and trends must be seriously worrying organisers.

America’s isolationist policies are also prompting a growth of patriotic consumerism elsewhere, which is bad news for Brand America, and for American brands.

Canada imported nearly $350 Billion of products from the US last year, more than any other country. But Trump’s polices have given huge momentum to the ‘Buy Canadian’ movement, and its sending ripples of concern through the executive offices of U.S. based consumer companies.

Jack Daniels and other American spirits have been pulled from many Canadian liquor stores, with a ‘Buy Canadian Instead’ message in their place. And sales of American products in Canada are universally down, across almost every category.

So, can Brand America survive three and a half years more of Trump?

Firstly, there is a question over this time frame.

If Trump can blow up the constitution and secure an unconstitutional 3rd term, his reign may continue. Or perhaps his policies can be continued and extrapolated by the likes of JD Vance. And if so, it’s safe to assume that U.S. brand likeability will continue to go down.

“America is an unfinished symphony”, as

Barack Obama quoted. This dip in brand fortune may just be a short movement.

Economic numbers could force enough Republican Senators to rebel, and block Trump’s tariff polices. And the Democrats could, in theory, win back the House in the midterms. Although in truth, The Dems have their own brand positioning issues to sort out.

If this change in US values is temporary, then theory suggests the strength and legacy of Brand America will mean it survives intact, shrugs off this dip, and bounces back with conviction. But, if this is the start of a new kind of America, then international opinions will surely shift more permanently, and the negative impact could continue to build.

“America is great because she is good. If America ceases to be good, America will cease to be great.”

If America ceases to uphold the values it was founded upon, it risks losing its claim to greatness.

Can Brand USA Survive Trump

We've been named one of Campaign's Best Places to Work.

A huge shoutout to the team for making isobel the weird, warm, one-of-a-kind place it is. And to Campaign, for reminding the industry that culture counts.

Now back to arguing over whether it’s a 'Taylor' or 'techno' kind of day.

Campaign Best Places to Work

Jamie's been in Campaign, alongside fellow industry leaders, exploring Trump's tariffs - and how brands and agencies can act with focus when the future’s unclear.

The problem Trump has created for business is that nobody knows what’s going to happen next. Uncertainty is a killer, across industries and across the world. It breeds hesitation and caution, which are hardly ideal ingredients for growing brands.

That said, in volatile times, clarity of thought becomes indispensable. Brand strength, fame and reputation matter more than ever. As does the value of strong brand partners that clients can lean on. Agencies can prove their worth by staying calm and helping others to do the same. In a hesitant market, being decisive is the boldest idea of all.

The Power of a Brand Reset >

Summer School 2025 >

Is Consumer Research still relevant >

The Future of Brand Building >

Can Brand USA Survive Trump >

Campaign Best Places to Work >