Rudy on Brand America
Global Consumers Sour on U.S. Brands

Out of Tune

An army employment ad illustrates one of the most basic problems with U.S. public diplomacy efforts. In the course of advertising for piccolo and tuba players, the ad points out that U.S. Army bands employ more than 5,000 musicians around the world.  Tuba_lge

Assuming the navy and air force bands include a similar number of musicians, that means there are more people serving in military bands than in the entire foreign service, which counts just 8,000 people in the State Department and the U.S. Agency for International Development.

No wonder we're out of tune.


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