"With nearly 50 years in marketing, Keith Reinhard knows when a brand is in trouble," Christopher Lee writes in the Washington Post. "Even before the war in Iraq [3] bred new resentment of the United States abroad, the country had developed an image problem, says Reinhard," who in 2004 founded Business for Diplomatic Action, to get U.S. corporations involved in public diplomacy [4]. "We're trying to change visa policies and the entry attitudes," Reinhard says. "For example, we have offered Disney [5] to help orient customs and immigration agents. Disney handles large crowds, long queues and still has a way of making people feel welcome." Reinhard says "it is in the best interest of business to address this problem," because tourism to the U.S. is down and U.S. brands are less popular overseas.