In A long career in advertising, Keith Reinhard's talent has been to find and promote the hitherto unknown virtues of products. In a memorable "You deserve a break today" campaign for McDonald's, it was the fact that people hungered for a better experience, not a better hamburger. In the "Like a good neighbour, State Farm is there" campaign, it was that car-insurance buyers wanted reassurance even more than a good price. Now, the chairman of DDB Worldwide is taking on the ultimate challenge: selling to the world the hidden virtues of America. "I love American brands, but they are losing friends around the world and it is vital to the interests of America to change this," Mr Reinhard told a packed meeting of business students at Yale University on February 23rd. His basic argument is that something is amiss in the perception of America abroad, that this perception is economically damaging, that it must be changed and that it can be changed.
展开▼
