Marketing America: a challenge for the chief marketing officer

Allyson L. Stewart-Allen

The author takes a brief look at what went wrong with Charlotte Beers' role within the Bush administration of marketing America to the Muslim world.

Marketing America:

A challenge for the chief marketing officer

Allyson L. StewartAllenInternational Marketing Partners

How easy is it to market and brand 'America'? Shortly after September 11th 2001, President Bush appointed a marketer who could sell America's positive images abroad, targeting the Muslim Middle East, in an effort to improve the region's perceptions of and relations with the US.

His choice for this role: Charlotte Beers, former head of J. Walter Thompson Worldwide. Her job title: Under Secretary of State for Public Diplomacy. Her boss: State Department head Colin Powell. Her budget: large.

Her first campaign, premiered in October...

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