The US has always had a special relationship with brands. We ask if we should be looking to the US for leadership, or vice versa?In this episode:Leigh Baker, founder of New York creative brand consultancy we@leighbaker, talks to us about the different approaches US and UK brands have taken to the Coronavirus crisis and what we can learn from both.How the US does brands differently Marketing at scaleImmediate impactThe hard sellWearing your heart on your sleeveThe US special relationship with brandsThe Super BowlClint Eastwood and "It's half time for America"Brands stepping into the breachWeak institutions leaving a vacuumThe 3 different approaches of American brandsBranding the moment - NikeDo something, but what? - American banksGood, honest promotional utility - Burger KingThe US reaction to the crisisWhy American brands don't stopCreative perils of group think Lockdown fatigue and reactive marketingGreen shoots of a new US brand behaviourA shift in tone - the new optimismIt's OK to be funny - GeicoHard times and escapismWhat the US can learn from the UKBrand experience beyond the advertisingGetting your digital act togetherA unified response from strong institutions