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"Branding American Diplomacy"

Perspectives on Bolstering the U.S. Image Abroad in Rebuilding Brand America

by Matthew Kinshella, NCIV Staff

In recent years much has been written about America’s deteriorating image in the world. In his book, Rebuilding Brand America, Dick Martin uses his extensive knowledge and experience in the field of public relations, derived from his many years at AT&T, to tackle the issue of countering anti-Americanism.

According to Mr. Martin the United States of America is a brand. It is a brand that has represented truth, freedom, individualism, and opportunity since the founders first penned the Declaration of Independence. However, drawing on several international surveys, Mr. Martin shows that long gone are the days America is seen by the world as a unifier. America is now seen as a maverick ? overbearing and brutish. Aggressive foreign policy and globalization coupled with the notion that Americans themselves are rude and ignorant of world affairs has presented America with a “branding problem.”

Mr. Martin argues that this negative image not only hurts America in public opinion polls, but also affects our safety and economy. Companies like Microsoft and McDonald's, although they would describe themselves as global companies, are inexorably tied to Brand America. By analyzing and interviewing leaders in business (Larry Smith, Pepsi Challenge ad guru), media (Fareed Zakaria, Newsweek editor), government (Charolette Beers, former Under Secretary of State for Public Diplomacy and Public Affairs), and polling (John Zogby, founder and president of Zogby International) Mr. Martin tries not only to answer the question “why do they hate us?” but also present solutions to rebuilding brand America.

Rebuilding Brand America is not a hopeless cause. Mr. Martin points out that many around the world, including those in the Middle East, still see America as representing “opportunity.” The American Dream is still alive in the hearts and minds of most of the world’s populations. The problem, however, will not be solved by a slick public relations campaign. Mr. Martin stresses that this issue must be addressed by our governmental leaders, business leaders, and perhaps most importantly, the individual U.S. citizen.

America, Mr. Martin bemoans, is in the bottom half of the 22 countries measured by the Index on Global Philanthropy. He mentions, however, that unlike America’s European counterparts, most international aid is given by U.S. citizens not the government. This aid and the person to person contact that can only be provided by the individual American goes a long way to improve Brand America. He notes that in Indonesia, the world’s largest Muslim country, relief efforts both by the U.S. military and individual Americans after the 2004 East Asian Tsunami more than doubled America’s favorable ratings within the region.

American corporations also have a large role to play in combating anti-Americanism. For years aid efforts such as IBM’s education initiatives and American Express campaign to feed the hungry have had a profound impact on foreign communities. Corporations must also work hard to advocate for better public policy within the U.S. government. Due to his extensive and concerted efforts in this arena, Mr. Martin profiles Keith Reinhardt, President of Business for Diplomatic Action and recipient of the 2007 NCIV Citizen Diplomat Award.

Lastly, it is the U.S. government that must increase efforts to improve America’s image abroad. Mr. Martin lays out a ten-step plan for the U.S. government to reinvigorate its public diplomacy efforts. This goes further than merely calling for increases the U.S. Department of State’s public diplomacy budget (though he does call for that.) The plan ranges from amending U.S. visa policies and immigration procedures to increasing cultural and language training both at home and abroad to creating a foreign service officer “reserve corps” of academics and business people with specialized expertise. Perhaps most importantly Mr. Martin calls for the development of “a single comprehensive strategy to drive all America’s relations with foreign publics.” Paraphrasing Edward R. Murrow, Mr. Martin says America needs someone who “would be in on the ‘take-offs’ of public policy decisions, not just the ‘crash landings.’”

A comprehensive strategy to rebuild Brand America implemented by government, businesses, and the individual citizen are the concrete solutions Mr. Martin presents. However, he suggests America will never truly be safe unless America learns to listen to other nations. Americans must use their global standing not as a bully pulpit, but as a platform to serve others. As he phrases it: “the challenge for America, and American business, isn’t pumping out more information, packaging it more seductively, or changing policy to win a hypothetical popularity contest. The real issue is understanding. Not primarily others’ understanding of America, but America’s understanding of them.”

Order Rebuilding Brand America here.

PHOTOS (top to bottom): Dick Martin, author, Rebuilding Brand America; Rebuilding Brand America book cover

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