All-American brands

In honor of July 4th, RetailWire panelists commented on a list of “most patriotic” brands, with some expected names high on the list (Coke, McDonalds, Harley, etc.) Here’s my comment:

I would put Coca-Cola at the top of the list. It’s been an effective “brand ambassador” for American consumer goods around the world, whether or not you think that soda consumption is a good thing. And it has “wrapped itself in the flag” through very effective marketing for many years, in particular with its Olympic tie-ins.

What’s missing from the list? Chevrolet. I’m old enough that I can still hear echoes of the old “Baseball, hot dogs, apple pie and Chevrolet” jingles dating back to the ’70s when the brand began its long market-share slide vs. the imports. Meanwhile, Jeep and Ford still seem to resonate with American consumers who just don’t care about Chevy any more.


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