BRANDING: Comment - How thinking global and acting local can help in trying times

Both before and after the Iraq war, the US domestic TV channels were fond of showing images of anti-French sentiment: Be it some good 'ol boys laying into a Peugeot with baseball bats, some holier-than-thou New Yorker emptying a case of Chateaux Margaux down the drain, or Congress' well-documented renaming of 'french fries' as 'freedom fries.'