Jerry Fletcher

4 years ago · 2 min. reading time · visibility 0 ·

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Brand is Defiance

It is the 4th of July here in the United States a celebration of one of the greatest acts of defiance ever to take place on this planet.

It is the celebration of the signing of the Declaration of Independence when the 13 American colonies declared themselves a new nation independent of Great Britain. It is an historic event that should be studied by any and all who intend to establish a personal brand.

It didn't happen overnight.
Acts of violence occurred in Massachusetts in 1765 which led to the formation of the Continental Congress, the Declaration and the appointment of George Washington as the General of the Continental Army. The revolutionary war, eight years long exhausted the nation, the leaders and their fortunes.

From the start the founders were clear about what his new country stood for:

The unanimous Declaration of the thirteen united States of America

When in the Course of human events it becomes necessary for one people to dissolve the political bands which have connected them with another and to assume among the powers of the earth, the separate and equal station to which the Laws of Nature and of Nature's God entitle them, a decent respect to the opinions of mankind requires that they should declare the causes which impel them to the separation.

We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness. — That to secure these rights, Governments are instituted among Men, deriving their just powers from the consent of the governed, — That whenever any Form of Government becomes destructive of these ends, it is the Right of the People to alter or to abolish it, and to institute new Government, laying its foundation on such principles and organizing its powers in such form, as to them shall seem most likely to effect their Safety and Happiness. Prudence, indeed, will dictate that Governments long established should not be changed for light and transient causes; and accordingly all experience hath shewn that mankind are more disposed to suffer, while evils are sufferable than to right themselves by abolishing the forms to which they are accustomed. But when a long train of abuses and usurpations, pursuing invariably the same Object evinces a design to reduce them under absolute Despotism, it is their right, it is their duty, to throw off such Government, and to provide new Guards for their future security. — Such has been the patient sufferance of these Colonies; and such is now the necessity which constrains them to alter their former Systems of Government. The history of the present King of Great Britain is a history of repeated injuries and usurpations, all having in direct object the establishment of an absolute Tyranny over these States. To prove this, let Facts be submitted to a candid world...

Opening of  the Declaration of Independence.

It took a failed government to get back on the path to a better brand.

The Articles of Confederation were the first Constitution of the United States.The Articles created a loose confederation of sovereign states and a weak central government, leaving most of the power with the state governments. The need for a stronger Federal government soon became apparent and eventually led to the Constitutional Convention in 1787. The present United States Constitution replaced the Articles of Confederation on March 4, 1789

The Constitution, that better brand, begins with the words: WE THE PEOPLE

The lessons you can take away from the USA

  • No brand springs fully formed into the world.
  • All brands start with defiance of the expectations others have of them
  • All have to experience nature and nurture
  • All must start with a singular vision
  • All strengthen that vision over time or die


Jerry Fletcher is a beBee ambassador, founder and Grand Poobah of

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development on and off-line. He is also a sought-after International Speaker.


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Jerry Fletcher

4 years ago #2

David, I wondered how may people would see the difference between then and now.

David B. Grinberg

4 years ago #1

Good points here. Jerry! I love the timely tie-in to the 4th of July. I just wish today's lawmakers would focus more on "the consent of the governed" and less on their petty partisan political interests. What our Founding Fathers had once envisioned as a limited central (federal) government has grown into a so-called "Godzilla" of bloated bureaucracy. This is especially true of the Executive Branch which has indeed become an "Imperial Presidency" over the decades since this term was first coined -- and then some. I would encourage Congress and the White House to consider a rebranding overhaul. They could certainly use your help. Thanks again for the astute advice, Jerry, and keep buzzing! 🙏👏👏🇺🇸 cc: Javier \ud83d\udc1d beBee

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