Running from Brand America

"With the reelection of George W. Bush, American voters have spoken. Now it is the turn of global consumers," writes Thomas Mucha. According to Simon Anholt, a specialist in international branding, the reelection of Bush is "undoubtedly the worst thing that could have happened. Bush has presided over a period of unparalleled decline in the popularity of the United States. Global disapproval of U.S. foreign policy has become so intense that it is spilling over and contaminating the image of U.S. brands and culture." His advice to companies with international marketing operations: "Run as fast as you can from Brand America. Make your brand culture the culture of your organization, not the culture of your country."