US Brands Quietly Rebrand Abroad to Navigate Tariffs and Anti-American Sentiment
Amid rising global tariffs and a surge in anti-American sentiment, many US companies are redefining their branding strategies to remain competitive in foreign markets.
- Once proud of their American identity, brands are increasingly minimising national imagery to resonate more deeply with local audiences.
- This shift reflects a growing need to appear culturally neutral or regionally embedded rather than overtly American.
Tariffs and Geopolitical Tensions Spark Strategic Shift
US President Donald Trump’s push for tariffs—touted as a path to long-term gain—has created short-term pain for many US businesses seeking international growth.
- Companies now face rising export costs and consumer resistance in key markets due to nationalist backlash.
- Marketing expert Luke Jonas observed a major pivot among e-commerce brands, with over two-thirds of clients shifting focus from the US to Europe and the Middle East.
Localising Branding to Fit New Narratives
US fashion brand Fresh Threads, once associated with Californian surf culture, now features British parks in its UK ads to avoid American associations.
- This example illustrates a broader trend where brands seek to blend into local cultures rather than stand out as American exports.
- These tactics aim to bypass political baggage while still maintaining product appeal.
Legacy Brands Embrace Local Identity
Even heritage names like Kraft Heinz and Coca-Cola are adjusting their messaging in foreign markets to soften their American image.
- Kraft Heinz, after a backlash in Canada, rolled out campaigns highlighting that its products are locally sourced and made in Canada.
- Coca-Cola CEO James Quincey stressed the importance of “made in” messaging, using local production as a shield from political scrutiny.
McDonald’s: A Case Study in Local Adaptation
In France, McDonald’s ads focus on community, emphasising that ingredients are grown by French farmers—a strategy that downplays its US origins without altering the brand itself.
- These efforts intensified post-2025, as the company sought to reassure skeptical customers amid rising regional nationalism.
- Such strategies aim to humanise the brand by tying it directly to local economies and people.
Brands That Failed to Adapt Faced Consequences
Not all companies have been agile. Jack Daniel’s whiskey, for instance, was temporarily removed from Canadian shelves during trade tensions until it took steps to reframe its presence.
- This incident underscores how failing to localise branding can lead to commercial setbacks in politically sensitive markets.
- Adaptation is no longer optional but essential for survival.
Anti-American Sentiment Becomes a Commercial Liability
According to McDonald’s CFO Ian Borden, recent surveys show an 8 to 10-point increase in anti-American attitudes in regions like Canada and Northern Europe.
- This trend correlates with a noticeable decline in sales of American-branded products in these areas.
- In response, brands are increasingly adopting a “de-Americanised” marketing approach, focusing on cultural relevance over origin.
Balancing Act: Local Abroad, Patriotic at Home
While companies tone down their American identity abroad, many double down on US patriotism in domestic campaigns.
- Ford’s “From America. For America” campaign is one such example, aimed at appealing to national pride and countering tariff-related frustrations.
- Similarly, brands like Jeep and American Giant have used “Made in the USA” messaging to strengthen their domestic image.
Technology Enables Cultural Code-Switching
Thanks to digital tools and AI-driven marketing platforms, brands can now customise campaigns by region with greater ease.
- This allows for a dual identity—patriotic at home, discreet abroad—tailored to the political and cultural climate of each market.
- As strategy consultant Joey Camire notes, localisation has never been more scalable, enabling brands to shift tone with precision.
Adaptation, Not Abandonment
Brands are not erasing their American heritage, but are instead learning to adapt it strategically.
- The focus is on staying culturally sensitive and commercially viable, while retaining core brand values.
- As Luke Jonas concludes, “They’re not abandoning their identity—they’re just adapting it.”