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Over 60 percent of U.S. consumers say they are more likely to purchase goods marketed as "Made in America," but marketers must look beyond mere opinion polls to understand what truly motivates today’s pocketbook patriots.
Based on insights from brands that have made patriotic appeals and emotional connections with consumers, including Chrysler, Woolrich, Pabst Blue Ribbon, Red Wing Shoes and Anderson-Little, this report dispels three common myths of marketing American-made brands:
The marketing of American brands isn’t about labels, or even purely domestic production. It’s about cultural relevance that inspires and affirms consumers of their success."
The Engagement Brief features the latest research and insights from Engauge.
Engauge is a full-service marketing agency for the digital and social age. We help grow our clients' businesses by leveraging creativity and technology to connect brands and consumers through the most relevant content and channels. The proliferation of content and channel opportunities for both consumers and brands has forever changed the communications landscape. But - what haven't changed are the fundamentals of marketing: The ability to richly understand a consumer, to derive a thoughtful insight, and to create a big idea. For years, Engauge has helped lead its clients by staying true to those fundamentals, while focusing on talent, technology, innovation and building a dynamic range of capabilities - from the tried and true, to social, mobile and whatever's next. Today's marketing is assuredly more complex, but to us the premise is still quite simple: Listen to the client, listen to the consumer, and deliver big ideas at the right time and place. And, most importantly, engauge.
