Overview

"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. This book is an exploration of this phenomenon, from its causes and earliest manifestations to current efforts by businesses and other organizations to mitigate it. 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."

Full Product Details

Author:   Dick Martin
Publisher:   Amacom
Imprint:   Amacom
Dimensions:   Width: 16.80cm , Height: 2.80cm , Length: 23.70cm
Weight:   0.631kg
ISBN:  

9780814473337

ISBN 10:   0814473334
Pages:   304
Publication Date:   01 January 2007
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Out of Print
Availability:   Out of stock  

Table of Contents

Introduction: The Anti-American Century Part One Chapter One: Tilting at Windmills Chapter Two: The Queen of Branding Chapter Three: Charlotte in Wonderland Chapter Four: The Prince of Pollsters Chapter Five: Measuring Distance in Kilograms Part Two Chapter Six: Why Do They Hate Us? Chapter Seven: The Pictures in Their Heads Chapter Eight: The Business of America Chapter Nine: The Power of Brands Chapter Ten: Brand America Chapter Eleven: CEOs in Handcuffs Chapter Twelve: Plague or Paranoia? Part Three Chapter Thirteen: In Search of Anti-Anti-Americans Chapter Fourteen : The Path to Happy Chapter Fifteen: Sink Roots, Don't Just Spread Branches Chapter Sixteen: Go Glocal Chapter Seventeen: Share Your Customers' Cares Chapter Eighteen: Stiff-Necked, Tree-Hugging Critics Chapter Nineteen : Share Your Customers' Dreams Chapter Twenty: Myth America Chapter Twenty-One: A Lever to Move the World Chapter Twenty-Two: Waging Peace Coda: The Last Three Feet A Note About the Endnotes Notes Acknowledgments Index

Reviews

[Martin] is not a foreign policy expert--and in fact it is his outsider perspective that is so valuable. In a nutshell, he applies his 30 years of experience in the advertising world to the problem of America's recent credibility issue. The use of branding and marketing techniques in public diplomacy is controversial. I must admit I have also been skeptical about the marketing world's potential for facilitating and informing US public diplomacy efforts. But to my surprise Martin showed his audience that, in fact, Madison Avenue can teach us a thing or two about public diplomacy. <p> Foreign Policy Association U.S. Diplomacy blog

.. . A blueprint for American business leaders so they can help reverse the tide of anti-Americanism. - O'Dwyer's Public Relations News

[Martin] is not a foreign policy expert--and in fact it is his outsider perspective that is so valuable. In a nutshell, he applies his 30 years of experience in the advertising world to the problem of America's recent credibility issue. The use of branding and marketing techniques in public diplomacy is controversial. I must admit I have also been skeptical about the marketing world's potential for facilitating and informing US public diplomacy efforts. But to my surprise Martin showed his audience that, in fact, Madison Avenue can teach us a thing or two about public diplomacy. Foreign Policy Association U.S. Diplomacy blog

Author Information

Dick Martin, a PR and brand expert, is former 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 (0-8144-7243-5).

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