This interesting new survey shows which brands U.S. consumers consider the most patriotic. Hint: It's not all about the "Made in U.S.A." label! Rather, these are organizations that have excelled in the kind of storytelling that generates an emotional connection in the hearts and minds of consumers. They understand the innate human desire to be part of a larger group, especially one that fosters a sense of tradition, national pride and American dreaming. We've selected three from this list that are not only patriotic, but have also consistently demonstrated the ability to be PR-savvy whether the chips are up or down. If you have goals of making it big, you may learn some valuable insight from those organizations who've already done it:
1)Coca-Cola-They actually check in at No. 2 on this year's patriotic survey, but make no mistake, Coke is the king of storytelling on all media platforms. The company with the famous red can has placed itself everywhere and done seemingly everything. Santa Claus may not be exclusive to the U.S., but few images are more All-American than the one of a jolly and plump Saint Nick that Coke can lay claim to. When our troops were overseas fighting for freedom and winning World War Two, Coca-Cola was there giving them pure refreshment. Fast-forward to the much more recent "Share a Coke" marketing campaign that brilliantly capitalized on individual targeting and connection, gaining millions of new fans and customers in the process. No shortage of ensuing press coverage. And Coke is just as competent in the PR arena, demonstrated by one of their greatest moments when they appeared to be on the ropes against Pepsi after the "New Coke" debacle in 1985. The company's top executives refused to make excuses, preferring to put out the fire by owning their mistakes. Americans love two things: 1.Forgiveness 2.A comeback story. Coca-Cola got both, and by the time the 90's rolled around they were firmly in charge again. Their ability to adeptly handle the more recent tricky press coverage on potential bans for some sugary ingredients is another example of their strong media game.
2)Levi Strauss-Gritty, hard work is what America was built on, and apparently many people were wearing a pair of Levi's while doing so. When a company can correlate those patriotic staples with its own mission statement, Levi Strauss is the result. The emotional connection was established, and consumers literally bought into the Levi brand. They've run a ton of great PR campaigns over the years, including one that made not washing your jeans not just cool, but also environmentally friendly. Broadcast and print outlets ate it up. Another memorable campaign from 2008 featuring hipsters back-flipping into their jeans also created buzz, showcasing the creatively unique element that's always needed to foster media attention. Whether you're a hipster, mom on the go or a blue-collar guy, Levi has demonstrated an ability to connect on many different levels.
3)Major League Baseball-Few things are more Fourth of July than a hot dog, cold beer and nine innings between the lines. Look, we know it's been decades since baseball was truly the national pastime. The NFL passed it in popularity long ago, and hasn't looked back. But anyone who's been paying attention to MLB's radar recently knows that America's game is on the up again. The annual Harris Poll shows that pro baseball's popularity moved up again this year, distancing itself from the NBA and narrowing the gap with the NFL. There's been record-breaking voting for the All-Star game this year, and social media engagement by all 30 teams is skyrocketing thanks to content publication that focuses on individual stories and creative videos. Executives are also paying attention to the fan outcry over games that were going well over 3 hours, creating rules to shorten them up back to levels seen in the 50's and 60's. It's a work in progress. No one is saying that baseball will ever retake it's former place on the U.S. sports throne, but it's rapid decline and predictions of extinction have been exaggerated. Baseball may just be on the way back.
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