You’d think that charitable aid groups would have been lauded for their quick reaction to the deadly tsunami and earthquake in Japan. Yet some in the press have expressed skepticism of organizations like the American Red Cross. By contrast, the U.S. Navy has come off well, even in the Japanese media, where the continued, post-WWII American military presence in the country is controversial.
As the U.S. winds down two asymmetric conflicts and its economy continues to stagnate, Congress has been tasked with reining in discretionary spending. At the top of its list: defense. While tighter budgets present a serious challenge to industry, they also offer unprecedented opportunities to companies that recognize the potential of effective marketing.