Philip L. Hoffman

But the idea of government marketing itself and managing its brand like a corporation strike some as manipulative and counter to the goals of engagement and transparency; how does an organization of, by and for the people effectively respond to public perception issues?

At the federal level, it's more then that. Too many senior managers in federal agencies view proactive public relations, including branding, as a violation of clear federal regulations against lobbying. In addition, many polls and focus groups have shown the American public supposrts agencies doing "education" about their programs, while having serious issues with "advertising." and for too many of my colleagues, the mere terms "advertising, branding", and "brand management" smack of the private sector, which they think they have to run away from at high speed.