Donald Trump’s second presidency began on January 20, 2025, marking the start of what The Economist has dubbed the “Trump Doctrine.” This geopolitical and ideological shift is the most significant for the United States since the Monroe Doctrine, which famously proclaimed “America for Americans.” Some see this new chapter as uncertain, particularly for Mexico and Canada, the two main trading partners of the world’s largest economy. However, I view it as an essential opportunity for a country like Mexico, which has yet to fully embrace the responsibility for shaping its destiny. It’s difficult to admit this for Mexicans. Still, it is time to chart a course that prioritizes regional development—including the United States—while working to improve conditions within the most significant US partner.
In the marketing landscape, this moment opens a significant window to create world-class national brands and move away from exclusively relying on global strategies. We are witnessing the end of an era of global marketing alignments. This doesn’t mean global brands will disappear; large corporations will continue to exist, but new opportunities will arise for emerging companies to establish themselves and thrive. There is always room for innovation in economic expansion and contraction.
Successful Companies Born in Times of Crisis
During the recent era of globalization, we experienced an unprecedented economic boom. The world transitioned from the industrial revolution to the digital revolution. However, as this second revolution, now driven by artificial intelligence, reaches greater maturity, the landscape is shifting toward protecting national interests. This pendulum swing between opening and closing borders is not new. Throughout history, humanity has oscillated between globalization and nationalism. From the Silk Road to the Industrial Revolution and the digital age, globalization has connected regions and economies. Yet, in times of crisis—such as the world wars and the Great Depression—protectionist policies reemerged to prioritize economic self-sufficiency.
In the 21st century, technology has reinforced globalization, while challenges like the pandemic have underscored the importance of local autonomy. These events have highlighted the constant balance between global interdependence and national interests.
Crises have repeatedly proven to be fertile ground for creating innovative and resilient companies. During the Great Depression, companies like Hewlett-Packard and Disney emerged, transforming their industries with bold ideas during economic uncertainty. More recently, the 2008 financial crisis gave rise to companies like Airbnb and Uber, which redefined traditional sectors by leveraging new technologies and responding to emerging needs. These examples illustrate how the most challenging moments can inspire disruptive solutions, encouraging entrepreneurs to think differently, adapt quickly, and build business models that thrive even in adversity.
It’s remarkable how some of the most innovative companies were born during the transitional periods between these historical phases. In marketing, we must seize this moment to help established and emerging brands create a lasting impact. This is our opportunity to lead with creativity and build brands that survive global transformations, thrive, and define the future.
