Our Brand Is Crisis

To mold the strategy for his 2002 campaign for the presidency of Bolivia, Gonzalo “Goni” Sánchez de Lozada hired an American consulting firm. Stanley Greenburg, James Carville and Robert Shrum applied lessons from U.S. elections on branding and marketing to lead Goni to a narrow victory. Fourteen months later, he was forced to resign during the 2003 Bolivian gas protests over privatization, in which 100 people died. With remarkable access to backroom conversations, Boynton captures the campaign process as well as the key players’ later reflections on the political effects and ethical implications of their work. Our Brand is Crisis is a recipient of the Charles E. Guggenheim Emerging Artist Award.