Despite America's ability to sell McDonald's and Britney Spears to the rest of the world, it has never been able to market itself very well. Two weeks ago, the former "Queen of Madison Avenue," Charlotte Beers, was sworn into the Bush Administration as an under-secretary of state for public affairs and diplomacy. Her task: to change the world's perception of the U.S. through marketing. In the war on terrorism, image and propaganda may be as important as military strikes and diplomacy. Can the world's view of the U.S. be changed through a marketing campaign? How will Ms. Beers pull off what is being called "the biggest branding assignment in history?"
John Quelch, Professor of Marketing at Harvard Business School
This program aired on October 25, 2001.