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Brand USA
August 27, 2007
As “Made in the USA” becomes, once again, important to consumers, it is going to be equally important that manufacturers polish up and enhance the branding. In the past, we have seen anything from a rather tacky looking miniature American flag to a red, white and blue USA.
It might be time for “Made in the USA” manufacturers to get together and establish a brand look for the designation. It should have dignity and even a panache worthy of Lexus or BMW.
While they are at it, they may want to establish criteria for being able to use the branding. “Made in the USA” could mean, for example, that the product is made completely in the USA and of components made here as well. It could also mean that the product meets specific safety standards as well.
As the “Made in the USA” phenomena gains momentum, and it will, those who value the brand will do well to protect and enhance it. It’s in everyone’s best interest.
Posted by Richard Gottlieb on August 27, 2007 | Comments (1)
