White House acts to shed arrogant image. The White House will set up a new office to try to salvage America's plummeting image abroad, it was announced yesterday as an independent taskforce reported that even the country's allies saw the US as "arrogant", "hypocritical" and "self-absorbed". This autumn, an office of global communications will take over the job of selling "Brand America" from the state department, which the White House believes has failed to do the job effectively. Propaganda to garner support for an invasion in Iraq, genuine desire to promote the image of the country, or a meaningless facade that's a waste of money? You make the call.