Questions to Consider If the Made in America label plays an important role in more

than 60% of America’s purchasing decisions, then why is Toyota regarded as the Most American Auto Manufacturer by Cars.com?

If opinion polls claim that older Midwestern Americans have the most patriotic buying habits, then why would Chrysler use Eminem to promote its brand?

If American pride is all about flags and fireworks, then what is causing consumers to buy products that use neither to demonstrate patriotism?

Myth #1: Made in America Moot

for Global Brands Domestic is not so domestic. (Hello, New Balance.)

Foreign is not so foreign. (Hello, Toyota.)

Foreign companies have manufacturing plants here

while many domestic products are being produced in

Asia and Mexico. So what does “Made In America”

actually mean?

Myth #2: Youth of America Just

Don’t Care Don’t always trust the polls. (Not the whole truth.)

Youth practice a method of purchasing. (It’s not madness.)

The youth market is just as valid. For them, price is

important but so is emotional connection/cultural

relevance.

Myth #3: Patriotic Pitches Require

Flags and Fireworks Perception is about more than Old Glory. (Check the

attitude.)

Creativity goes a long way. (Throw the box away.)

When it comes to marketing in the American spirit,

remember that we are a nation built on the ideals of

innovation, independence and forward-thinking.

In Conclusion….The label isn’t everything. Cultural brand and relevance

motivates and affirms consumers.

Ignore the polls and study the behavior. Older Midwesterners

don’t trump urban hipsters in terms of pocketbook patriotism.

Youth fancy the appeal of American cool.

Subtlety goes a long way. Low key marketing via digital, social

and event marketing can be highly effective.