Rebuilding Brand America: What We Must Do to Restore Our Reputation and Safeguard the Future of American Business Abroad

By Dick Martin | Go to book overview

CHAPTER 16
GO GLOCAL

“Thinkglobal, act local.”1

—Rene Dubos, biologist and environmentalist in 1972

“Think local, act global.”2

—Izumi Aizu, Japanese Internet pioneer in 1985

WILLIAM THOMAS STEAD WAS ONE OF THE MOST PROMINENT newspaper editors of Victorian England, a muckraking journalist who was once jailed for buying a young girl in London’s slums and reselling her to a brothel to prove that the city was infested with child prostitution. Always controversial, he was a teetotaling puritan, a pacifist, and a spiritualist with a snow-white beard and striking blue eyes.

In 1893, Stead decided to visit the Centennial Exposition in Chicago, but because he arrived from New York the evening it closed, he didn’t see it until the next day. The contrast between the pristine, practically empty fairgrounds and the crowded tenements of the city impressed him sufficiently to provide the fodder for two books. If Christ Came to Chicago contrasted the “Ivory City” of the World’s Fair to the darkness of the city’s crowded slums. That book is credited with launching the City Beautiful movement that tried to bring American cities up the standards of those in Europe. But it was the second book that had the greater impact on his European readers.

The Americanization of the World saw an ominous future laid out in the gleaming white pavilions of the Chicago World’s Fair. It was a future of Ferris wheels, electric light displays, and food novelties such

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Rebuilding Brand America: What We Must Do to Restore Our Reputation and Safeguard the Future of American Business Abroad
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Introduction- The Anti-American Century 1
  • Part One 13
  • Chapter 1- Ilting at Windmills 15
  • Chapter 2- The Queen of Branding 24
  • Chapter 3- Charlotte in Wonderland 34
  • Chapter 4- The Prince of Pollsters 43
  • Chapter 5- Measuring Distance 51
  • Part Two 61
  • Chapter 6- Why Do They Hate Us? 63
  • Chapter 7- The Pictures in Their Heads 72
  • Chapter 8- The Business of America 84
  • Chapter 9- The Power of Brands 95
  • Chapter 10- Brand America 105
  • Chapter 11- Ceos' in Handcuffs 115
  • Chapter 12- Plague or Paranoia? 125
  • Part Three 139
  • Chapter 13- in Search of Anti-Anti-Americans 141
  • Chapter 14- The Path to Happy 150
  • Chapter 15- Sink Roots, Don't Just Spread Branches 162
  • Chapter 16- Go Glocal 175
  • Chapter 17- Share Your Customers' Cares 187
  • Chapter 18- Stiff-Necked, Tree-Hugging Critics 201
  • Chapter 19- Share Your Customers' Dreams 213
  • Chapter 20- Myth America 223
  • Chapter 21- A Lever to Move the World 233
  • Chapter 22- Waging Peace 246
  • Coda the Last Three Feet 257
  • A Note about the Endnotes 262
  • Notes 263
  • Acknowledgments 289
  • Index 291
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