Dick Martin on Rebuilding Brand America
What can U.S. companies do to protect their business and promote goodwill among global customers?
July 06, 2007
AMA_Edgewise_0712.mp3 [m]: Play in Popup
In his book Rebuilding Brand America (AMACOM), Dick Martin argues that in today's global economy, American companies can no longer afford to overlook how anti-American sentiment affects their business. He then looks at how some of America's best companies have risen to this challenge, and in doing so have thrived in international markets while being recognized as ambassadors of goodwill across the world. Dick was excecutive vice president of public relations, employee communications and brand management for AT&T. He has published articles in The Harvard Business Review and other media, and is the author of Tough Calls.