Decoding Resurgent Pride in American Origin

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Here are 10 notable characteristics these brands share...

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Decoding Resurgent Pride in American Origin

  1. 1. DECODING THE RESURGENT PRIDE IN AMERICAN ORIGIN JOHN W. MANLEY PARTNER, EXECUTIVE GROUP PLANNING DIRECTOR OGILVY CHICAGO MAY 15, 2014
  2. 2. 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.
  3. 3. We examined brands that fit this criteria
  4. 4. Here are 10 notable characteristics these brands share...
  5. 5. Fiercely American Spirit At The Core Creativity, hard-work, independence, utilitarianism, stubbornness, dogged ambition and brilliant cleverness 01
  6. 6. Relatable Entrepreneurial Backstory Born in a garage / A trade passed on through a family / A partnership stemming from a strong, like-minded friendship 02
  7. 7. Relentless Craftsmanship A mastery of their craft and an uncanny eye for detail 03
  8. 8. Unparalleled Dedication Ingenuity based on values intrinsic to the product yet unexpected in the category 04
  9. 9. 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
  10. 10. A Soulless Goliath To Make The Enemy A big, faceless, entrenched behemoth brand (ideally foreign) to push up against in an established category 06
  11. 11. 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
  12. 12. The Modern Day Storefront Vimeo and Pinterest are their storefront windows to the world 08
  13. 13. An Audacious, Singular Goal A core purpose that may never be achieved but is always pursued 09
  14. 14. Provenance Lends Personality Who they are is partly defined by where they are from 10
  15. 15. 10 NOTABLE CHARACTERISTICS DEFINING BRANDS WITH RESURGENT PRIDE IN AMERICAN ORIGIN... 1. Fiercely American Spirit At The Core 2. Relatable Entrepreneurial Backstory 3. Relentless Craftsmanship 4. Unparalleled Dedication 5. A Humanism That Rivals Their Work Ethic 6. A Soulless Goliath To Make The Enemy 7. Banding Together In Coindependence 8. The Modern Day Storefront 9. An Audacious, Singular Goal 10. Provenance Lends Personality

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