The three steps critical to any repositioning program are illustrated in Figure 1. It requires using leading-edge techniques on brand positioning and management in a methodical and comprehensive way. In fact, the positioning of "Brand America" is probably the most complex positioning problem of all time. The constituencies to be influenced are more diverse, the value proposition to be communicated is more complex, and the marketing techniques that need to be used are much more than simply developing advertising or a new logo. While the concept of branding works easily for a specific place and purpose (for example, family-oriented tourism in Las Vegas), the branding of a country as part of a broader foreign policy agenda is a much more complex task.
![sam.adams 1focus sam.adams 1focus](https://www.integralgroup.com/wp-content/uploads/2020/06/Sam-Adams.jpg)
Beers has been a strong proponent of the need to use advertising techniques to sell America's cause as part of the current war on terror. Walter Thompson, as undersecretary of state for public diplomacy. The most visible example of this is in the Bush administration's appointment of Charlotte Beers, the former chairwoman of advertising agency J. More recently, governments have shown an interest in using marketing techniques from the business world to support their foreign policy agendas. Governments have already adopted simple marketing tools from the business world to brand places as either destinations for tourists or investment opportunities for businesses. This is a problem to which classic brand management techniques can be applied. Success depends on building support in the global community for a positive vision of international relations that is a credible alternative to that promoted by the terrorists. This war-like the Cold War-is primarily a battle of ideas.
![sam.adams 1focus sam.adams 1focus](https://cdn.shopify.com/s/files/1/0276/1621/5176/products/Samuel-Adams-Utopia-2019-Release_800x.png)
It is becoming more and more apparent that the war on terror will not be won on the battlefield.