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American Outcast

Get ahead, even if it feels like the world's against you.

This story appears in the February 2006 issue of Entrepreneur. Subscribe »

For centuries, "Made in America" stood for supremacyin everything. Now, with on the rise and much of theworld resenting the unrivaled power of the United States, Americanbusinesses have to deal with protests, boycotts and increased costsof tightened security measures. How do you overcome thesechallenges?

According to Keith Reinhard, chair of DDB Worldwide andpresident of for Diplomatic Action, companies shouldposition their brands as local, a tactic that makes sense from amarketing standpoint if your country of origin is seen as anegative. Reinhard's advice:

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