Marketing the 'Made in USA' label

Marketing the 'Made in USA' label

Posted: Updated:
MYFOXNY.COM -

In its latest commercial, Apple shows attractive people smiling and laughing while carelessly tapping iPads and iPhones. Words on the screen read: "Designed in California." And a soothing voice says: "This is our signature. And it means everything."

It may mean everything, but it doesn't say everything. Yes, Apple designs its products in America, but it builds the majority of them in China.

At least one marketing expert thinks that could soon change.

"American consumers take a lot of pride in their country's ability to design, engineer and manufacture good, quality products," Oatworks CEO David Peters said.

In just the last couple of years, Peters said he has witnessed a shift in consumer spending habits: Now, even if they love it, if it's made overseas, more Americans seem willing to leave it.

"If they're undecided between two products which have very similar qualities, then I think it can tip the balance in favor the U.S.-manufactured product," Peters said.

And advertisers seem to have noticed.

Apple's looking to capitalize on the buy-American wave, Motorola's declaring independence from foreign manufacturing, and Chrysler continues to tout its red, white and blue-collar history.

Even New York -- with its gift shops packed with replicas of American icons all made overseas -- wants to reward the few, the proud, our nation's manufacturers.

"When you make things in America you make it in America," Rep. Steve Israel said at news conference in Long Island Wednesday. A new bill touted by the congressman would require national parks sell only merchandise made in the United States.

"[It's] a very simple and common-sense solution to creating jobs and regaining our manufacturing supremacy in the world," Israel said.

But -- as any founding father would point out -- declaring independence and earning one's freedom are two different things. Barbie dolls, Levi's jeans, Huffy bicycles, Converse All-Stars, Radio Flyer wagons, even our nation's Olympic uniforms all come from overseas factories. We've even outsourced our national pastime: Every one of the more than 100,000 Rawlings baseballs used annually in the major leagues is manufactured in Costa Rica.

Representative Israel would like to break up that monopoly and bring some of those products back home.

But Monopoly the board game? Dice and tokens made in China.

  • Your MoneyMore>>

  • Getting married? You may want your prenup to protect your 'digital privacy'

    Getting married? You may want your prenup to protect your 'digital privacy'

    Friday, April 18 2014 10:11 PM EDT2014-04-19 02:11:48 GMT
    Realty TV star Kim Kardashian probably wished she did have one before she walked down the aisle with Kris Humphries. We might never have known about Tiger Woods' cheating ways if he had one. And figure skater Johnny Weir is insisting on one as part of his post-nuptial agreement. What is it? A digital privacy clause. New York City divorce lawyer Bettina Hindin says once you push "send" someone can find it.
    Realty TV star Kim Kardashian probably wished she did have one before she walked down the aisle with Kris Humphries. We might never have known about Tiger Woods' cheating ways if he had one. And figure skater Johnny Weir is insisting on one as part of his post-nuptial agreement. What is it? A digital privacy clause. New York City divorce lawyer Bettina Hindin says once you push "send" someone can find it.
  • Grocery-store etiquette

    Grocery-store etiquette

    Friday, April 18 2014 7:24 PM EDT2014-04-18 23:24:07 GMT
    Whether barricading shopping aisles with abandoned carts, massaging every piece of fruit in the building, or blankly staring at a shelf of items so no one else can pick one, grocery store pests can turn a quick trip to restock your fridge into a nightmare.
    Whether barricading shopping aisles with abandoned carts, massaging every piece of fruit in the building, or blankly staring at a shelf of items so no one else can pick one, grocery store pests can turn a quick trip to restock your fridge into a nightmare. In the hope of gently educating those unclear on grocery-shopping etiquette, we asked you to help us put together a list of what not to do.
  • Expert: credit cards are not fully secure

    Expert: credit cards are not fully secure

    Friday, April 18 2014 6:49 PM EDT2014-04-18 22:49:51 GMT
    Another week and another credit card hacking at a major retailer. This time it was Michael's craft store. Consumers are uneasy because current credit card technology is antiquated. "The fact is you cannot protect your credit cards, you can't every time you give it out it is vulnerable to fraud," says Robert Siciliano, McAfee identity theft expert.
    Another week and another credit card hacking at a major retailer. This time it was Michael's craft store. Consumers are uneasy because current credit card technology is antiquated. "The fact is you cannot protect your credit cards, you can't every time you give it out it is vulnerable to fraud," says Robert Siciliano, McAfee identity theft expert.
Powered by WorldNow
Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices