To: Wharf Rat who wrote (210664 ) 6/9/2011 3:55:37 PM From: No Mo Mo 1 Recommendation Respond to guardian.co.uk The Bush administration's determination to mimic the hollow corporations it admired extended to its handling of the anger its actions inspired around the world. Rather than actually changing or even adjusting its policies, it launched a series of ill-fated campaigns to "rebrand America" for an increasingly hostile world. Watching these cringeful attempts, I was convinced that Price Floyd, former director of media relations at the State Department, had it right. After resigning in frustration, he said that the United States was facing mounting anger not because of the failure of its messaging but because of the failure of its policies. "I'd be in meetings with other public-affairs officials at State and the White House," Floyd told Slate magazine. "They'd say: 'We need to get our people out there on more media.' I'd say: 'It's not so much the packaging, it's the substance that's giving us trouble.'" A powerful, imperialist country is not like a hamburger or a running shoe. America didn't have a branding problem; it had a product problem.When Obama was sworn in as president, the American brand could scarcely have been more battered – Bush was to his country what New Coke was to Coca-Cola, what cyanide in the bottles had been to Tylenol. Yet Obama, in what was perhaps the most successful rebranding campaign of all time, managed to turn things around. Kevin Roberts, global CEO of Saatchi & Saatchi, set out to depict visually what the new president represented. In a full-page graphic commissioned by the stylish Paper Magazine, he showed the Statue of Liberty with her legs spread, giving birth to Barack Obama. America, reborn."
