August 14, 2013 at 11:42 AM

Delivering the American Dream

Action Wednesday/Product

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.


Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Action Wednesday and we are continuing our series on place branding and delivering the American Dream.

On Monday we introduced the American Dream Composite Index, a robust measure of American sentiment developed by Xavier University that tracks the ability of a state to deliver the American Dream to its residents and businesses.

The American Dream Composite Index (ADCI) follows five sub-indices including economic, well-being, societal, diversity and environmental. Within each subcategory are many dimensions that comprise the index score. For instance, the American Dream Economic Index monitors financial security, access to education, job benefits and home ownership.

For Action Wednesday, communities and economic development organizations should take time to understand the ADCI and determine which dimensions they have the ability to improve over time. Community leaders can use the data to drive strategic planning choices and create action plans that remove barriers in the way of residents pursuit of their American Dream.

Xavier University determined that 64 percent of people living in the U.S. would consider relocating to a community where it is easier to achieve their American Dream.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at Contact James Glover at (505) 501-1330 or email Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on KVSF 101.5 FM.

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