.comment-link {margin-left:.6em;} Making Sense: e-Digest of Brand Thinking

Saturday, October 01, 2005

Get ready for a brand new war

First it was the "The War on Terrorism," but that sounded so destructive and warlike. To soften it a bit, the Pentagon tried “The Global Struggle Against Violent Extremism," but that sounded too much like the title of a white paper. So now the Pentagon has brought in Saatchi & Saatchi CEO Kevin Roberts for a new spin on an old war.

His line: "The Fight for a Better World.” (I think they used that one during the crusades).

It gets better. Roberts feels The War on Terror doesn't have a lot of positive spin going for it. He proposes that America seek to become as beloved a brand as Harley-Davidson or Apple, so that the country becomes a “Lovemark” for foreigners. Maybe we could fly over Iraq and drop iPods.

Check out the whole article by Todd Wasserman in Brandweek. It's a good read.

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