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Re-branding America

Marketing gurus think they can help 'reposition' the United States - and save American foreign policy

By Clay Risen
March 13, 2005

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SHORTLY AFTER Sept. 11, 2001, Secretary of State Colin Powell, concerned about rising anti-Americanism abroad, hired Madison Ave. maven Charlotte Beers to blitz the Middle East with pro-American advertising and PR campaigns. The goal, Powell said, was nothing less than to ''rebrand American foreign policy.'' Beers responded with gusto: During her 17-month tenure, the new Under Secretary for Public Diplomacy ... (Full article: 1731 words)

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