Brand-aid
An interesting look at how the rest of the world views the US presidential campaign.
Global marketing execs agree -- America's image is in the toilet. The cure? One presidential candidate has what it takes, they say, to save Brand USA.
By Jeff Yang (salon.com)
Given the beating our image has taken during the last eight years, getting back to "like" is an uphill climb -- but not an impossible one. Over the past six months, I've seen this process firsthand, as part of a team of researchers exploring the tarnishing of America's "brand" in the global marketplace. The word from our network of immersed observers in 14 countries: Even as American politics and policies have become a lightning rod for global anger, America's core underlying values retain their appeal. The problem is that, in the eyes of millions of people around the world, we've simply stopped living up to them.
Global marketing execs agree -- America's image is in the toilet. The cure? One presidential candidate has what it takes, they say, to save Brand USA.
By Jeff Yang (salon.com)
Given the beating our image has taken during the last eight years, getting back to "like" is an uphill climb -- but not an impossible one. Over the past six months, I've seen this process firsthand, as part of a team of researchers exploring the tarnishing of America's "brand" in the global marketplace. The word from our network of immersed observers in 14 countries: Even as American politics and policies have become a lightning rod for global anger, America's core underlying values retain their appeal. The problem is that, in the eyes of millions of people around the world, we've simply stopped living up to them.