Rebuilding Brand America: What We Must Do to Restore Our Reputation and Safeguard the Future of American Business Abroad

Передня обкладинка
American Management Association, 2007 - 296 стор.

Anti-American feeling is at an all-time high. Other nations and cultures have singled out our businesses, government, and way of life for harsh scorn, widespread resentment, even violence.

Rebuilding Brand America is an exploration of anti-Americanism, from its causes and earliest manifestations to current efforts to mitigate it. Martin explains why many of these efforts failed, and reviews the many prescriptions formulated by more than a dozen task forces. He then bases his recommendations on the best practices of leading companies, and on his own 32-year career in public relations and brand management.

Rebuilding Brand America features exclusive interviews with journalists, media and PR professionals, and executives from global icons like McDonald's, Wal-Mart, and FedEx, and analyzes the groundbreaking work of thought leaders such as:

* Pollster John Zogby, whose insights into the Muslim world continue to inform policy in the Middle East.

* Newsweek editor Fareed Zakaria, whose essay on the 9/11 attacks shed new light on the Islamic mind.

* Keith Reinhard, president of Business for Diplomatic Action, a non-partisan business group organized to fight anti-Americanism by addressing its causes in U.S. business practice.

Based on a deep understanding of anti-Americanism's roots, Rebuilding Brand America is a call to action that will help U.S.-based companies prosper in global markets.

 

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Зміст

Tilting at Windmills
15
The Queen of Branding
24
Charlotte in Wonderland
34
The Prince of Pollsters
43
Measuring Distance in Kilograms
51
Why Do They Hate Us?
63
The Pictures in Their Heads
72
The Business of America
84
Sink Roots Dont Just Spread Branches
162
Go Glocal
175
Share Your Customers Cares
187
StiffNecked TreeHugging Critics
201
Share Your Customers Dreams
213
Myth America
223
A Lever to Move the World
233
Waging Peace
246

The Power of Brands
95
Brand America
105
CEOs in Handcuffs
115
Plague or Paranoia?
125
In Search of AntiAntiAmericans
141
The Path to Happy
150
The Last Three Feet
257
A NOTE ABOUT THE ENDNOTES
262
NOTES
263
ACKNOWLEDGMENTS
289
INDEX
291
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Про автора (2007)

Dick MARTIN (Summit, NJ) was executive vice president of public relations, employee communications, and brand management for AT&T. He has published articles in The Harvard Business Review and other media, and is the author of Tough Calls.

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