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Patriot Acts

Should you play up the "Made in the USA" angle?

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This story appears in the December 2004 issue of Entrepreneur. Subscribe »

Q: We want to run an ad campaignhighlighting the fact that all our products are produced in theUnited States. Do you think this is good positioning for ourcampaign, or should we focus on another aspect of our business,such as quality or price?

A: Patriotism is alive and well,and you may strike a positive note with consumers by pointing outhow important it is to your company to do business within theUnited States. Positioning yourself this way will add credibilitywhile increasing awareness of your product.

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