Current Policy on memetics: Branding the U.S. State Department

From: TJ Olney (
Date: Mon Apr 23 2001 - 19:34:58 BST

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    From: TJ Olney <>
    Subject: Current Policy on memetics: Branding the U.S. State Department 
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    This was circulated on a list about social marketing. Where issues about
    how to use the techniques developed for commercial gain to promote causes
    and behavioral changes seen as "pro-social" are discussed.

    ---------- Forwarded message ----------
    Date: Tue, 17 Apr 2001 18:57:28 -0400
    From: Alan Andreasen <>
    Marketing rules!!!!

    The following excerpt appeared in the April 9th issue of Advertising Age:

    "Secretary of State Colin Powell is making the branding of the State
    Department an unusual goal of his administration, and has named former J.
    Walter Thompson Co. Chairman Charlotte Beers [to be] assistant secretary of
    public diplomacy.....

    [In public testimony in March, Powell said] "I am going to bring people into
    the public diplomacy function of the department who are going to change from
    just selling us in the old USIA way to really branding foreign policy" The
    goal he said is "branding the department, marketing the department, marketing
    American values to the world, and not just putting out pamphlets."

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