SXSW 2019
Could a Brand Make America Great Again?
Description:
In the wake of the current political and social climate we’re at an all-time heightened point of tension, conflict, and questioning. With all of the conversation around making America great again what is the impact for American brands? How “American” are the iconic “American” brands? What does “Made in America” mean to consumers today? And what defines “American” values at a time when the largest brands like Google, Walmart, and Apple are truly global? Through an online panel to 400 consumers, I found is that in a vacancy of government making America great again, brands actually can.
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Takeaways
- New American values: Consumers under the age of 34 years old have a different idea of what America is, and it's lifestyle based.
- Necessity in taking a stance: 70% agree that brands should stand for something bigger than their category.
- American heritage and being “Made in America” do not define an American brand: over 50% say they are indifferent to American brands.
Speakers
- Bridget Russo, Chief Marketing Officer, Modern Meadow
- Sarah Shanfield, Content Director, Apple
Organizer
Elizabeth Fermon, Associate Communications Planning Director, MullenLowe Mediahub
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