BOOK REVIEW: The importance of marketing America

America! The Brand asserts that while many foreigners despise the US government, they love our products and culture.

America! The Brand asserts that while many foreigners despise the US government, they love our products and culture.

US brands serve as key ambassadors for citizens seeking to distance themselves from the President's policies. So if Mideast teens shout "Death to America," it's better they do so between sips of Pepsi.

But as the Iraq war rages on, even foreigners who love their Levi's are starting to view the US as a nation of jerks.

Marketers agree that something must be done before the reputations of US products and its cultural brand are damaged irreparably.

Unfortunately, the book is like a term paper by two C-students: They set out with an interesting thesis, but are so stumped by how to fill the length requirement that they settle for quantity of information over quality.

As a result, the book is bogged down with slams on Bush and it reads more like another liberal critique than an objective guide offering proactive solutions. The latter would've been much more innovative - and interesting.

Title: America! The Brand

Authors: Mark Blaisse and Michael Fuchs

Publisher: Rainy Day Publishing (October 2004), 127 pages

Reviewed by: Telisha Bryan

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