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...
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