Sunday, September 18, 2005

Brand America

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The PR campaign for Brand America:

http://www.whatreallyhappened.com/

From whatreallyhappened 18 September 2005:

"The USA; the sweetest-smelling conquerors since the Mongol Hordes!"

No? Ummm, okay, how about ...

"Bringing Democracy to the world, whether they want it or not!"

Okay then...

"USA: The people who used to be able to go to the moon!"

or

"USA: Raining radioactive debris all over the planet for the last half-century!"

or

"America: All elections should be run like ours!"

No? Okay. I'll get back to you.

http://www.guardian.co.uk/usa/story/0,12271,1572298,00.html

From the Guardian 17 September 2005:

"Maybe it was the launch of Mecca-Cola in 2003, a soft drink aimed at cashing in on anti-American sentiment in the Middle East, that finally put the breeze up Brand America. With the insulting tagline 'No more drinking stupid, drink with contentment', the ads for Mecca-Cola not only offended the marketers at Coca-Cola but also ruffled a few feathers at the US state department...

"Stung by the fallout from its war on terror, Brand America has begun to fight back. Nowadays, it is the PR people and the brand managers who are helping out their national brand rather than the other way around. Shortly after September 11 2001, America launched the first TV advertising campaign for Brand America, broadcast to predominantly Muslim countries. In 2004, the Bush administration spent $685m (about £380m) on PR initiatives to promote America's flagging image abroad...

"Whether the marketers can rescue Brand America is a moot point. In his new book Brand America: The Mother of All Brands, Simon Anholt offers a gloomy diagnosis. 'If Brand America slips far enough in people's esteem, there is a chance that American brands will one day have to work harder than others to downplay the negative associations of their country of origin. Or else, like so many brands from poor countries today ... they might need to conceal their country
of origin.' Unless, that is, Brand America gets around to hiring him as a consultant.


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