Charlotte Beers: biography and professional legacy

¶ … 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 a concerted, well-funded, comprehensive initiative to turn the "why they hate us" mentality of Muslims of the world into a national image rebranding campaign (Traub, 2007). 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, the founder of one of the companies that Beers was chairperson of, was actively involved in these efforts in the past (Beers, 2011).

Fact: America was thought to be one of the leaders of nations whose statesmanship image was directly tied to its sales, marketing and capitalistic business activities (Traub, 2007).

Fact: There were many American Muslims whose personal success and cultural integration stories could counter other public perceptions of problems and challenges Americans had with persons of Islamic faith (Perlez, 2002).

RECOMMENDATION: Beers' efforts are generally thought to have failed because they were seen as being propagandistic, to simplistic, too idealistic and not properly geared toward the broad spectrum of Muslims in the many nations who were encouraged to use them. In light of this, Ogilvy & Mather (2010) undertook a 2-year study on the issue of the New Muslim Consumer to explore of what is known now and how this information can create the basis for client-specific campaigns. A key finding was a linking of the messages to the value history of this consumer base more than to American ideals. That study did draw a parallel between how Sharia law relates to the transparency and openness of socially responsible corporations, which Muslims in the survey matched closer to their view of Islamic traditions and expectations. Our recommendation is for the development of a new perspective on the reason for the origins of the campaign to direct them in accordance with this higher-mission and visionary perspectives.

ELEMENT 2 -- Technological Diversity of Message