The ideas of corporate identity may be applied to national identity. For example, although the United States is not a corporation, it still has organizational components and has a certain image and identity. The US is founded on certain principles, values, and beliefs, and at the same time, has a diverse and widely recognizable popular culture. Because of distinct founding principles, and the way US culture operates, the US too can be observed as a brand. Former United States Secretary of State Colin Powell once said, "We’re selling a product. That product we are selling is democracy."[2]