decoding resurgent pride in american origin
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Here are 10 notable characteristics these brands share...TRANSCRIPT
DECODING THE RESURGENT PRIDE IN AMERICAN ORIGIN
JOHN W. MANLEYPARTNER, EXECUTIVE GROUP PLANNING DIRECTOROGILVY CHICAGO
MAY 15, 2014
We looked at American origin brands with rapid velocity.
They are marked with achieving notable business success despite seemingly impossible odds.
These stories create a magnetism for a product that is only made stronger when a loyal base has a memorable story to evangelize.
Loyals are willing to share such stories since they see a reflection of themselves and their values in these brands.
We examined brands that
fit this criteria
Here are 10 notable characteristics these brands share...
Fiercely American Spirit At The Core
Creativity, hard-work, independence, utilitarianism, stubbornness, dogged
ambition and brilliant cleverness
01
Relatable Entrepreneurial BackstoryBorn in a garage /
A trade passed on through a family /
A partnership stemming from a strong, like-minded friendship
02
Relentless CraftsmanshipA mastery of their craft and an uncanny
eye for detail
03
Unparalleled DedicationIngenuity based on values intrinsic to the
product yet unexpected in the category
04
Humanism That Rivals Their Work Ethic
A heartfelt commitment to giving back either to an area through jobs or to
philanthropic cause... or both
05
A Soulless Goliath To Make The Enemy
A big, faceless, entrenched behemoth brand (ideally foreign) to push up
against in an established category
06
They Band Together in Coindependence
A cross-pollination of like-minded brands in sharing materials and stories
Filson + Horween | Horween + Shinola | Warby Parker + Sanborn
07
The Modern Day Storefront
Vimeo and Pinterest are their storefront windows to the world
08
An Audacious, Singular Goal
A core purpose that may never be achieved but is always pursued
09
Provenance Lends Personality
Who they are is partly defined by where they are from
10
10 NOTABLE CHARACTERISTICS DEFINING BRANDS WITH RESURGENT PRIDE IN AMERICAN ORIGIN...
1. Fiercely American Spirit At The Core 2. Relatable Entrepreneurial Backstory3. Relentless Craftsmanship4. Unparalleled Dedication5. A Humanism That Rivals Their Work Ethic6. A Soulless Goliath To Make The Enemy7. Banding Together In Coindependence8. The Modern Day Storefront9. An Audacious, Singular Goal 10. Provenance Lends Personality