My dislike of the PX4 not withstanding, I think Beretta has gotten a lot better with their US marketing in the past few years. Some folks have suggested Beretta started working harder for civilian sales once the M9 wasn't the official US military sidearm. They've done some smart stuff:
1) They picked up JJ Racaza as a sponsored shooter. JJ is an excellent brand ambassador.
2) They partnered with Ernest/LTT and support his semi-custom guns.
3) They have embraced online sales of pistol parts.