Government Shut-Down Got You Down? Apple Could Teach the Feds a Lesson in Branding

In today's global economy, whether a country or a company, you have to be visible and active to maintain your image and to advance -- economically and politically. Citizens are consumers—and citizen-consumers, increasingly, exercise power in today's economy.

In this NatGeo opinion piece

, there are several points on Apple's strategy to be a world-wide success that Uncle Sam could follow.

Apple has topped Coca-Cola as the world's best-known brand. Apple just ended Coca-Cola's 13-year run at the top of a highly regarded annual list put out by Interbrand that has been compiling what it calls the Best Global Brands report since 2000.

Apple ranked high this year because its products are well liked, its services are considered good, and people have come to value the company as practically a cultural icon of America—particularly with young people. Those characteristics are good for a company and good for a country.

But it is hard to deliver high-quality services and a good experience if you are not open for business—whether it is the National Zoo or the Grand Canyon. Both convey American values.

Clearly diplomacy should never be equated with corporate public relations. One is a public good; the other is a bottom-line sell. But that doesn't mean we can't learn from both about the importance of being understood in a crowded global market. Apple, as a company and a symbol, is, well, as American as apple pie. Congress should consider that our interests won't be well-served if the doors are barred here at home to our collective storefront, the federal government.