USA(tm)

TORONTO -- When the White House decided it was time to address the rising tides of anti- Americanism around the world, it didn't look to a career diplomat for help. Instead, in keeping with the Bush administration's philosophy that anything the public sector can do the private sector can do better, it hired one of Madison Avenue's top brand managers.

As undersecretary of state for public diplomacy and public affairs, Charlotte Beers' assignment was not to improve relations with other countries but rather to perform an overhaul of the U.S. image abroad. Beers had no previous State Department experience, but she had held the top job at both the J. Walter Thompson and Ogilvy & Mather ad agencies, and she's built brands for everything from dog food to power drills.

Now she was being asked to work her magic on the greatest branding challenge of all: to sell the United States and its war on terrorism to an increasingly hostile world. The appointment of an ad woman to this post understandably raised some criticism, but Secretary of State Colin L. Powell shrugged it off. "There is nothing wrong with getting somebody who knows how to sell something. We are selling a product. We need someone who can re-brand American foreign policy, re-brand diplomacy." Besides, he said, "She got me to buy Uncle Ben's rice." So why, only five months in, does the campaign for a new and improved Brand USA seem in disarray? Several of its public service announcements have been exposed for playing fast and loose with the facts. And when Beers went on a mission to Egypt in January to improve the image of the U.S. among Arab "opinion-makers," it didn't go well. Muhammad Abdel Hadi, an editor at the newspaper Al Ahram, left his meeting with Beers frustrated that she seemed more interested in talking about vague American values than about specific U.S. policies. "No matter how hard you try to make them understand," he said, "they don't."

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