By Dick Martin
Anti-American feeling is at an all-time excessive. different countries and cultures have singled out our companies, govt, and lifestyle for harsh scorn, frequent resentment, even violence. This booklet is an exploration of this phenomenon, from its explanations and earliest manifestations to present efforts via companies and different businesses to mitigate it. in response to a deep figuring out of anti-Americanism's roots, "Rebuilding model the United States" is a decision to motion that would aid U.S.-based businesses prosper in worldwide markets.
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Walter Thompson. For years, she was the most prominent woman in advertising, an industry with a notorious ceiling of shatterproof glass. The only other women to achieve and keep similar positions of influence either started their own agency (Mary Wells Lawrence of Wells, Rich, Greene) or followed Beers at one (Shelly Lazarus of Ogilvy & Mather). ” But there was no doubt that, in the worlds of advertising and marketing, Beers was royalty. 28 • REBUILDING BRAND AMERICA Upon retiring from the ad agency world at age 66, Beers succumbed to the entreaties of Secretary of State Colin Powell, who sought her help in doing something about America’s deteriorating image around the world.
14 No one honestly believed advertising could work that way, certainly not Beers, so no one thought she could pull it off. In hindsight, her use of marketing terms in her congressional testimony, speeches, and daily meetings was perceived as “superficial” by the diplomatic establishment that didn’t know what she was talking about, and she didn’t make much of an effort to translate the principles of marketing and branding into a language foreign affairs specialists could understand. When she eventually produced something that looked like an ad, it confirmed every preconception the bureaucracy had and defined her tenure.
S. had no right to attack countries “harboring terrorists” if it would involve civilian casualties. 12 The Gallup Organization greatly expanded on Information International’s polling in a multicountry study of the Islamic world in early 2002. S. military action in Afghanistan could not be justified morally. 13 Clearly, something was going on. 14 The results were striking in several respects. S. products failed to surface in any significant way. But very few people in the survey countries had a favorable opinion of the United States itself: only 4 percent in Saudi Arabia, 6 percent in Morocco and Jordan, 13 percent in Egypt, and 32 percent in Lebanon.