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