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We all know there’s no shortage of brand challenges.

And yes, brands have always had to compete in sector-driven frameworks. 

But now they have to compete in socio-political contexts too, the most fundamental challenge there being what does it mean for a brand to be  “patriotic.” 

Why is it the most fundamental?

Well, political polarization, consumer tribalism, and more fervent social movements have upended traditional brand perceptions. That’s deepened the need for brands to define themselves when it comes to being “patriotic.”Flags and fireworks alone won’t do it anymore. 

Consumers – all genders, ages, and political affiliations – now see themselves as being more “patriotic.” The challenge? To manage your brand, so consumers recognize the patriotic values they see and feel in themselves. 

For insights into the patriotism challenge we invite you to read Ethan Jakob Craft’s AdAgearticle “Jeep, Disney, Ford & More: Consumer Survey Reveals America’s Most Patriotic Brands.

For a complete list of brands leading this year’s patriotism parade, look here.

Today, patriotism isn’t just nice to have. More and more it’s a value brands need to have. 

And when you’ve got it, consumers don’t just stand up and salute, they line up and buy!

Happy Independence Day!


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

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