"Made in the USA" Gets an Artisan Makeover

The branding tsunamis have begun with the recent rebranding of “Made in the USA” products that give American brands a more artisan oriented image.
Author, Profit First
February 11, 2013

There’s more than just a new hunger for quality and patriotism among American consumers—there’s a new spirit and image for all things “Made in the U.S.A.” from businesses. Ever since the Boston Consulting Group’s survey discovered 80 percent of Americans were willing to pay more for “Made in the USA” products, the drive to revive the “Made in America” brand with a less rigid, more artisanal image and personality has taken off. The movement includes creating a new look with a new creative team, Cripsin Porter + Bogusky. The move is catching on, and the “Made” movement is too, as evidenced by growing numbers of companies the creative team is working with.

National movements like these are similar to tsunamis. Because they involve a global thinking shift, an immediate change is hard to see. But as more U.S. businesses start leveraging the “Made In America” positioning, millions more customers will become aware of it. Now is the time to catch the wave, because when it comes ashore, it’s going to be big.

If you're well-positioned, you can bridge both the “old” positioning of rugged individualism and the “new” artisan position as well, incorporating the best of both branding. A small company I consult with, called Hedgehog Leatherworks, has pulled off this new/old positioning and dictates a large portion of international sales because of it. You can do the same in your business.

For the full article, read Inc.

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Photo: iStockphoto 

Author, Profit First