Lessons Learned from the Return of the Ugly American (2017)

Manfred Kets de Vries

"Donald Trump’s new American brand is a cautionary tale for all leaders."

A leader’s image can become almost inseparable from the organisation he or she leads. Consumers’ perception of companies is often influenced by corporate leaders’ actions and what they communicate. Donald Trump is epitomising the “Ugly American”. His slick media campaign of “Make America Great Again” is reinforcing this image, seriously damaging the reputation of America abroad. His dark Weltanschauung, full of fear, prejudice, and mistrust, is compromising America’s ability to set the example on a world stage.

INSEAD Knowledge, 2017

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