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 17
SHARE YOUR
CUSTOMERS’ CARES

“Globalization can be a strong force in the fight against poverty. But
globalization must mean more than creating bigger markets, and
experience confirms that growth alone cannot reduce poverty and
income inequality.”
1

—Kofi Annan, U.N. Secretary-General

“Few trends would so thoroughly undermine the very foundations of
our free society as the acceptance by corporate officials of a social
responsibility other than to make as much money for their
shareholders as they possibly can
.”2

—Milton Friedman, 1976 Nobel Prize Winner in Economics

POSED IN FRONT OF A MUD HUT IN WESTERN KENYA, WITH HIS arm around the shoulder of a local sheep herder, Greg Allgood looks like he just stepped out of the air-conditioned Land Rover of a highend safari excursion company. He’s dressed in spotless white sneakers, neatly pressed khaki shorts, and a light blue polo shirt. No cap or sunglasses, despite the potentially dangerous combination of equatorial sun, a fair complexion, and a forehead that ends in the middle of his skull. But Allgood is not on vacation. He’s checking in on a product trial his employer, Procter and Gamble, is conducting in the bush country.

As products go, this one is not in the league of Allgood’s last two projects—the fat substitute, Olestra, and over-the-counter heartburn

-187-

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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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