The American Dream: Capitalism

 

The American Dream: Capitalism

The thesis for the SVA Masters in Branding 2017 class was to reposition The American Dream through a specific lens. This thesis focuses on Capitalism and how it has defined and changed The American Dream. Has Capitalism been the reason why the American Dream became a nightmare? How might we turn the repeated behaviors of self-interest into a positive for a better world and community?

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Solution

Turn the American Dream into a daily American Mantra. By focusing on a life that is fair, enriched and meaningful for everyone and the environment. By looking beyond just the tangible assets and beginning to account for the intangible can help restore Capitalism. The creation of The Visible Hand and the C-Score rating system focuses on the intangibles and making Capitalism complete. The Visible Hand is not only for businesses, it is also extended to people on a more personal level with the Lend A Hand campaign. The Lend A Hand campaign is where individuals can show support for companies and for those in their community.

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Team

Mary DiBiasi, Shivani Gorle,Katie Kravit, Susy Rivera, Richard Vissilatos, and Shayla Hunter