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¶ … Charlotte Beers' work on the field of using corporate branding and imaging controlling factors within the government sector has been characterized in many ways as an example of what can go wrong when appropriate conditions and tactics do not come together as expected. Many commentators have specifically identified these efforts as an example of the miscalculation as to how to utilize corporate strategies for the benefit of larger national interests (Perlez, 2002).
In this memorandum, we outline how Ogilvy & Mather can and should undertake a direct reconsideration of this negative experience and convert it to a positive message of global promotion and opportunity for our many world clients. The current person in the position of undersecretary for public diplomacy comes from a government relations background -- arguably signaling that the U.S. government has all be decided that there is no value at this time in improvident the U.S.'s image among Muslims the world over. (U.S. Dept. State, 2012). We disagree with perspective and believe that if Ogilvy & Mather (2010) aggressively and creatively look yet again at what we and others have now discovered about the New Muslim Consumer, we can not just reverse the impact of the past but open many new doors for our clients.
ELEMENT 1 -- Visionary Message of Corporate Responsibility
Beers set forth in...
Her appointment to the public diplomacy position was for the specific purpose of using the techniques that she had proven could work for global corporations into a benefit for the U.S. As a whole. (For a number of articles on this issue, see NYT 2012.)
SITUATIONAL ANALYSIS: The United States, like most other nations of the world, has utilized image and information campaigns in the past. Most of the time these campaigns have been incorporated into larger formal war propaganda efforts. As Beers undertook her work, it was basically assumed that the 911 attacks on the U.S. should have elicited sympathy toward and interest in the U.S.'s respect for freedom, religious welcoming, immigration, etc. Instead, America's image was hurt by a number of governmental stands and global/military trends. The use of a coordinated video-based "weapons of mass appeal" was developed to allow for the telling of real-life stores of Muslims in America as a keystone for gaining the hearts and minds of other Muslims (Perlez, 2002).
Fact: The U.S. had a recognized and often positive experience with using image rebranding tactics; most associated with past war efforts (Perlez, 2002).
Fact: J. Walter Thompson,…
Fact: The campaign's components were generically developed so as to apply to Muslims unilaterally.
Fact: Even before they were used, Muslim Americans and others who reviewed the videos saw them as simplistic, condescending and propagandistic (Perlez, 2002).
Fact: The primary medium was simplified over government and cultural concerns and thus failed to anticipate some of the communication efforts
Organizational vision with a global outlook had to replace the agency's reliance upon a successful dynamic within its internal organizational culture. Clients had to understand what Ogilvy could provide for their own brands, in a unique fashion, and to do this Ogilvy had to have a strong reputation or brand. What is your assessment of the process Beers and her team went through to create the vision? Although Beers' expansive vision
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