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January 23, 2007
Declining US Brand
And the bad news on US brand power continues. From the latest BBC poll - 'Listen more' is world's message to US:
The global image of the US has significantly deteriorated over the past 12 months, as the chaos in Iraq has deepened. And in 18 of the countries that were involved in previous polls, the slide in America's standing has steepened.
. . .
Comparable surveys suggest that there is still strong support around the world for the values enshrined in US society. But it looks as though America itself is seen to be living up to those values less and less.
As a result, America's soft power - its ability to influence people in other countries by the force of example and by the perceived legitimacy of its policies - is weakening.
And in a turbulent, globalising world, where the US - rightly or wrongly - is associated by many with the disruptive effects of globalisation, soft power matters more than ever. It is a resource that once squandered is very difficult to build-up again.
Enough said.
Posted by Ken Jarboe at January 23, 2007 10:01 AM
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