ABSTRACT
The American culture is built around the rights and importance of each individual as outlined in the founding documents the Constitution and the Bill of Rights. Children learn at an early age to have opinions, speak up, and that they have the right to create a vision of the life they want. In a business sense, this leads to consumers who are willing to state their desires and expect companies to provide products based on their preferences. As noted in previous chapters, Americans are diverse in age and attitudes. Moreover, they are adept at explaining who they are and what’s special about themselves. Like the country, they see themselves as brands with specific values to be noted. Optimistic and forward thinking, Americans believe they are responsible for their own success.
