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>>

  • OKCupid, Facebook not alone in studying consumers

    OKCupid, Facebook not alone in studying consumers

    Tuesday, July 29 2014 4:51 PM EDT2014-07-29 20:51:44 GMT
    Think you're in control? Think again. This week, OKCupid became the latest company to admit that it has manipulated customer data to see how users of its dating service would react to one another. The New York-based Internet company's revelation follows news earlier this month that Facebook let researchers change news feeds to see how it would affect users' moods.
    Think you're in control? Think again. This week, OKCupid became the latest company to admit that it has manipulated customer data to see how users of its dating service would react to one another. The New York-based Internet company's revelation follows news earlier this month that Facebook let researchers change news feeds to see how it would affect users' moods.
  • New York's microbrew industry growing

    New York's microbrew industry growing

    Monday, July 28 2014 8:39 PM EDT2014-07-29 00:39:52 GMT
    Local and small beer brewing companies have something to toast. The Brewers Association says microbrew sales grew in the first half of this year; up 18 percent over the same period last year. This comes at a time when overall domestic beer consumption is flat.Ethan Long, one of the owners of the Rockaway Brewing Company in Long Island City, started brewing beer two years ago.
    Local and small beer brewing companies have something to toast. The Brewers Association says microbrew sales grew in the first half of this year; up 18 percent over the same period last year. This comes at a time when overall domestic beer consumption is flat.Ethan Long, one of the owners of the Rockaway Brewing Company in Long Island City, started brewing beer two years ago.
  • Maryland casino to interview workers from closing Atlantic City casinos

    Md. casino eyes workers from closing Atlantic City casinos

    Friday, July 25 2014 4:32 PM EDT2014-07-25 20:32:23 GMT
    AP photoAP photo
    A Maryland casino is looking to hire some of the soon-to-be-jobless Atlantic City casino workers. Maryland Live! is holding job fairs next week at the Sheraton hotel across from the Atlantic City Convention Center. The Hanover, Maryland casino held a similar recruitment effort in January when The Atlantic Club shut down.
    A Maryland casino is looking to hire some of the soon-to-be-jobless Atlantic City casino workers. Maryland Live! is holding job fairs next week at the Sheraton hotel across from the Atlantic City Convention Center. The Hanover, Maryland casino held a similar recruitment effort in January when The Atlantic Club shut down.
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