The piece elaborates on how a nation’s reputation functions as a brand, with implications for transaction costs, investment, talent attraction, and tourism. It draws insights from Simon Anholt's concept of national image, emphasizing that reputation is built through consistent positive behavior rather than mere advertising. The article notes that for decades, the United States leveraged a compelling mix of cultural industries, world-renowned universities, and a political narrative appealing to freedoms and opportunities to enhance its global standing. However, it suggests that this once-strong bond between the U.S. and the rest of the world is now deteriorating, reflecting a troubling shift in how the country is perceived internationally.