Tariffs as a Brand Moment: Rethinking 'American-Made' in PR and Marketing

The resurgence of amp8220Made in Americaamp8221 campaigns is not a coincidence According to a recent piece in the Wall Street Journal companies are carefully threading the needle crafting ads that highlight US production without overpromising or misrepresenting the global nature of their operations The article notes a measurable uptick in brands leaning into patriotic messaging especially in categories like apparel home goods and automotive where origin stories can directly influence purchasing decisionsLocal news outlets are seeing the same trend KSHB in Kansas City reported that more companies are explicitly advertising their Americanmade credentials with scholars and consumer advocates noting the growing emphasis on domestic sourcing as a PR and marketing tool The appeal is clear For brands amp8220Made in Americaamp8221 signals quality trust and a commitment to domestic jobs For consumers it offers a way to feel good about where their money goesBut the truth is more complicated In a global economy almost no product is entirely domestic The FTC has strict rules about what qualifies as amp8220Made in the USAamp8221 To meet the standard amp8220all or virtually allamp8221 of a product must be made domestically including raw materials and final assembly Thatamp8217s a high bar According to NBC News even vehicles marketed as Americanmade often contain significant foreign components In fact there is no such thing as a fully Americanmade car todayUpNorthLive a Michiganbased news outlet recently highlighted this complexity in a segment on iconic American brands Many of these companies rely on global suppliers for parts textiles or packaging even if the final assembly happens on US soil USA Today echoed this in its coverage of how tariffs are affecting car manufacturing pointing out that even vehicles built in US factories are deeply intertwined with international supply chainsThis is where things get tricky for communicators A brand that overstates its domestic credentials risks backlash from regulators journalists and consumers The FTC has already taken action against companies that mislead the public on origin claims In this environment authenticity isnamp8217t just a buzzword itamp8217s a legal and reputational safeguard Brands must be precise amp8220Assembled in the USAamp8221 is not the same as amp8220Made in the USAamp8221 and the public is becoming more savvy about the differenceYet for challenger brands this moment offers a rare opportunity When tariffs raise the cost of imported goods smaller domestic players can gain ground Take the case of Breeo and Solo Stove two companies in the fire pit market According to the Wall Street Journal Breeo which manufactures in the US has seen increased interest from consumers looking to avoid tariffinflated prices on imported competitors like Solo Stove Breeo has used its Americanmade identity as a point of contrast positioning itself as the local alternative in a crowded fieldThis tactic works best when the comparison is clear When a domestic brand can stand toetotoe with a wellknown foreign competitor and win on quality availability or values the narrative writes itself But it only works if the claims can withstand scrutiny Consumers are willing to support domestic brands but they wonamp8217t tolerate being misledConsumer behavior though remains unpredictable While Americans say they value products made at home their wallets often tell a different story The BBC recently reported on panic buying behavior tied to tariff announcements showing that price sensitivity still dominates in many categories Marketplace highlighted the contradiction even more starkly people express a desire to buy Americanmade gifts but the allure of cheaper imports from China remains strongInvestopedia found a similar disconnect Although consumers report a willingness to support domestic manufacturing the data shows that US factories havenamp8217t seen a corresponding surge in demand One reason is cost CNBC reported a fully Americanmade iPhone would cost between 1500 and 3500 The result Nearly double the current retail price Thatamp8217s sticker shock most consumers wonamp8217t accept no matter how patriotic they feelThis disconnect puts digital marketers in a tight spot The messaging must walk a fine line It needs to honor the values of domestic production without alienating priceconscious shoppers That means transparency is key Brands should clearly explain what aspects of their product are made in the US why that matters and how it aligns with their broader mission whether thatamp8217s job creation environmental responsibility or craftsmanshipCommunication teams should prepare for scrutiny Reporters will ask tough questions Consumers will Google your supply chain Regulators will review your language Brands that are proactive those that train their spokespeople audit their sourcing claims and prepare for pushback will be better positioned to weather the stormThe best campaigns donamp8217t just slap a flag on the packaging They tell a story that ties origin to purpose American Giant the apparel company has done this well as reported by Adweek Since its founding in 2011 it has maintained a commitment to US manufacturing not just as a marketing angle but as a core business principle The company has used tariffs as a way to reinforce its values not invent themOther brands are following suit CraZArt the toy company announced plans to increase its US manufacturing footprint by 50 citing economic uncertainty and consumer demand for Americanmade goods Rustic Marlin a home damp233cor company has also leaned into its local roots emphasizing craftsmanship and community support in its messagingTo evaluate success brands should look beyond sales alone Engagement metrics social media interactions customer feedback and loyalty indicators can reveal how well the message is landing American Giant for instance has built a customer base willing to pay premium prices for domestically made apparel a sign that its message is resonating with a specific valuesdriven segmentTariffs are not just economic policy theyamp8217re narrative events They compel brands to take a stance whether they intend to or not For some itamp8217s an unwelcome complication For others itamp8217s a chance to lead But in todayamp8217s environment where messaging missteps can carry real consequences the response must be more than patriotic it must be precise measured and grounded in what the company actually does The most effective communicators will avoid ideology and focus on impact how tariffs affect their business employees and customers This isnamp8217t about waving a flag itamp8217s about telling a story rooted in values backed by facts and delivered with care The brands that succeed wonamp8217t treat amp8220Made in Americaamp8221 as a slogan but as a strategy one that resonates not just emotionally but credibly and clearlyPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Tariffs as a Brand Moment: Rethinking 'American-Made' in PR and Marketing

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Lori Ruggiero

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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