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Published by FastCompany.com

Brand That I Love
As global affection for American brands wanes, can business do what governments can't: make USA cool again?
By Linda Tischler
November 2004

Summary by Boycott Bush:

According to the global advertising agency DDB Worldwide, the war in Iraq, with all its geopolitical side battles, has made Nike shoes, Coca-Cola, McDonalds and Microsoft anathema in certain corners of the globe. His findings were echoed by the annual NOP World survey of power brands.

That is what Keith Reinhard, CEO of the global advertising agency DDB Worldwide, found in a study he commissioned in 17 countries. His findings were echoed by the annual NOP World survey of power brands. That study of 1,000 consumers in each of 30 countries found that over the past two years, the number of consumers who use U.S. products from companies such as Microsoft and McDonald's had dropped to 27% from 30%.

The numbers may seem small, but they're significant. "The margins of the market are where the risk lies, and these days even losing a percentage point or two of share is not good news," says Tom Miller, managing director of NOP World.

Miller notes that privately, companies are voicing concern about their country's image problem. Sales are a lagging indicator. "Attitudinal change ultimately drives behavioral shifts," he says, and companies already sense the shift in attitudes.

Reinhard points out that people still love a lot of things about America: their can-do spirit, their optimism, their creativity, and even their business acumen. But in the commercial world, people don't buy things from sellers they don't trust. And Brand U.S.A. has lost foreign consumers' trust. To restore that faith, American companies must use "soft" power skills to do what military might cannot.

Reinhard envisions i.e. programs to teach top officers at American multinationals what they need to know to be kinder, gentler global citizens, plus a World Citizens Guide for students and another for adults.

Full article: www.fastcompany.com/magazine/88/open_essay.html

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