Predictable skepticism complimented the appointment of Charlotte Beers.

Predictable skepticism complimented the appointment of Charlotte Beers, an ready in branding and advertising, to the U State Department, apparently to direct a program to communicate American values to other tillages The objective is to improve our image among nation who in fact hate us. The assumption is we should approach them from treating America like a brand. The negative reaction has been that it would debase us to be ``sold'' like soap.

However, it is inequitable to dismiss branding as inappropriate just because it is mainly associated with commercial enterprises. onward the contrary, branding precepts can be quite