Once a Day Marketing: September 2013

Monday, September 30, 2013

Brand Strategy Versus Advertising (Smart Monday/Process)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are looking at the difference between developing brand strategy and advertising.

In a recent blog, Mark Ritson stated that brand strategy is no job for an advertising agency. We tend to agree.

At Once a Day Marketing we spend most of our time developing brand strategy for our clients. Because we know that a brand is simply everything, it's imperative for our team to have a thorough understanding of virtually every aspect of our client's company including operations, manufacturing, marketing, sales, etc. This knowledge enables us to properly position the brand.

We are also required to understand the client's brand architecture (how brands within the company's portfolio relate to each other), how the customer perceives brand benefits and also how that brand relates to competitors. We assess positioning, brand promise, functional and emotional benefits, etc. This work is then used to create compelling messaging that will be relevant and resonate with target customers.

Advertising is the process of sharing this messaging through the marketing ecosystem of traditional and social media channels. With the myriad of ways consumers are now exposed to marketing messaging it's a full time job for an advertising agency to understand these channels and perfect their flow of communications to cost-effectively reach their targets.

Back to Riston's point, it's very difficult for a brand strategy company to have a great grasp on all aspects of advertising if they are spending all their time in the branding trenches. The same is true of advertising agencies. How can they really know branding if their goal is to be the best at delivering client messaging through advertising channels?

This distinction is something to consider as you hire consultants or agencies to develop your brand strategy and advertising in the future.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Friday, September 27, 2013

Blurring the Line Between Marketing and Journalism (Digital Friday/Promotion)

Today is Digital Friday at Once a Day Marketing™ and we are discussing an emerging trend referred to as Native Advertising.

A recent New York Times article describes Native Advertising as an advertisement in the guise of journalism, displaying the same characteristics of the site on which it is found. This form of advertising is appearing in such publications as Forbes and The Atlantic. It is also known as sponsored content.

Although generally labeled as advertising, it may garner more attention than an online or traditional advertisement. We recently read an “article” in Forbes twice before realizing it was sponsored content. The up side is that a marketer is potentially increasing reach. The downside is that sites and publications run the risk of alienating their readers.

If you are going to place sponsored content for your business on other sites, the approach you take should enhance awareness but not at the expense of diminishing your brand in the eyes of followers. Partner with the sites to ensure you don't mislead and it is clear who is authoring the content.

On the reverse side, if you are accepting sponsored content for your site be sure to review it carefully and label it accordingly.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. You may also contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com

Thursday, September 26, 2013

Household Brand Names Fade Slowly (Recon Thursday/Positioning)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Recon Thursday and we are discussing brand stature and how a brand that was a household name for years is making a comeback.

You may recall that last year Hostess, maker of such treats as Twinkies, Ding Dongs and the iconic Wonder Bread, went out of business. At the time there was an outpouring of public sentiment and a rush to snap up the inventory that remained on store shelves.

According to a recent Associated Press article, Flowers Foods, Inc. purchased five breads brands from Hostess for the sum of $355 million, surely hoping to tap into the nostalgia for the Wonder Bread brand. The familiar bread along with the three others, returned to store shelves this week.

Flowers’ strategy is likely to prove to be a good one. Re-launching the brand which stirred customer emotions and captured hearts may be able to lure consumers back to a brand that clearly had excellent name recognition and a large percentage of mindshare.

Brands such as Wonder Bread and Twinkies are so much a part of our culture that they retain their value and mindshare. Other companies are willing to invest in purchasing them to leverage their mindshare and, as a result, iconic brands are slow to fade away.

Wednesday, September 25, 2013

Sales Follow-up – Frequent & Consistent (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: Sales Follow-Up

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we are discussing sales and how it is related to branding and top of mind.

As you now know, branding is the process of creating the right image of your product or service in the mind of your customers. Marketing is the communication of your compelling message that is relevant and will resonate. Sales is being in the right place at the right time when that customer finally wants to buy a product or service and they chose yours.

In my production days I once received a call from a crew member asking if I had any production job available. I didn’t have anything at that time but I told him I would call him when I did. Five minutes later I received a call from a client who hired me to produce a national television commercial. Five minutes after that another crew member called asking me for a job and you know what, I said "Perfect timing, I need someone for this new production, you’re hired." Crew member #1 was already out of mind.

Over time I have developed a few sales rules of my own. First, it’s ok to be persistent with a potential customer within reason. Next, it’s ok to be even more persistent if you feel they really do want your product or service. I believe sometimes customers just forget like I did, so you need to remind them. Lastly, secure a yes or no because a maybe will not move you any closer to closing the deal.

Tuesday, September 24, 2013

Branding Communities – a New Focus (Strategic Tuesday/Process)

Listen to our featured Ask Those Branding Guys radio show podcast: Ask Those Branding Guys Podcasts

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking about out-of-the-box thinking for community branding efforts.

On our radio show Ask Those Branding Guys, we spoke with Edward Burghard, founder of The Burghard Group and Strengthening Brand America. During his 33-year marketing career at Procter& Gamble, Ed was recognized as one of the top brand builders in the company. In the later days of his career he was on full time loan to the state of Ohio to form a company focused on State branding.

With Strengthening Brand America, Burghard’s goal is to improve the level of mastery around place branding by driving discussions with branding experts focusing on how the same techniques that apply to consumer goods also apply to branding a place. Ed shared there is room for improvement in community branding in the areas of funding, branding expertise and depth of knowledge around what a brand encompasses.

Burghard puts forth the notion that job growth should not be the objective of economic development. Rather, communities should become more focused on their residents (customers) and creating an environment to attract top talent which in turn will attract businesses.

This paradigm shift is predicated on the American Dream Composite Index™ (ADCI). Developed by Xavier University, the ADCI is the first qualitative measure of how people feel they are doing in terms of attaining the American Dream. It is a robust measure of American sentiment and predicts behavior and attitudes in multiple arenas including the workplace and the economic marketplace.

New Mexico is in the #2 position as a place to achieve the American Dream. A great goal for the state would be to seek out the #1 spot by understanding the whys and making improvements. Any community, large or small, is able to leverage this approach.

Enjoy the podcast.

Monday, September 23, 2013

Reach, Frequency & Consistency (Smart Monday/Promotion)

Once a Day Marketing™ featured video blog: Brand Building: Reach, Frequency and Consistency

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are looking at three key concepts to understand when building your brand.

When planning how to deliver your compelling marketing message to potential customers, it is essential to consider reach, frequency and consistency.

Reach is the population of potential audience that will be exposed to your message.

Frequency is how often you share your message with the target audience.

Consistency is sharing the same message over and over so that it will stick in the minds of your customers.

Reach, frequency and consistency are critical concepts. You should be selective in advertising because you don’t have to reach everyone with your messaging, not everybody is your potential customer. Once you have identified the target audience it’s important to determine how your message will be distributed to those potential customers in your market area.

When determining frequency, ensure that you share the message enough so it will resonate with your potential customers and your brand becomes top of mind when they are thinking of buying the kind of products or services you offer.

Have you heard the slogan “You’re in Good Hands with Allstate”? This insurance company has been using this message for a very long time; it is relevant and maintains mindshare with customers when they are looking for insurance. Evaluate your advertising and identify how you can accomplish the same consistency when you are sharing your compelling marketing message.

Friday, September 20, 2013

Marketing and Branding with Hashtags (Digital Friday/Pomotion)

Once a Day Marketing™ featured video blog: Using Twitter Hashtags

Today is Digital Friday at Once a Day Marketing™ and we are discussing marketing and branding using Hashtags.

Hashtags are created by adding the pound sign (#) in front of a word or name. It is used to search words, letters, phrases or even other symbols related to a specific topic. The use of Hashtags became popular on twitter and their use has since been extended to numerous other social media sites including Facebook, Instagram and tumblr to name a few.

The hashtag groups items by theme so people can search for particular interests. For example, search #MLB for items related to Major League Baseball or #HomeDepot for items talking about the store.

Great reasons to use hashtags include easily allowing customers to find your company, brand or latest offers. Hashtags continue bring together conversations using your tag(s) for as long as there is interest, without any intervention or additional work by your company. Hashtag are easy to create and simple to attach to messages you are already sending via social media.

As with all messages sent via social media there is an opportunity for people to share negative feelings and experiences about your brand or product. Ensure your marketing action plan address your business’ response to this kind of publicity.

Hashtag Tips
-   Create something unique but not so unusual that no one will find or remember it
-   Share a relevant and compelling message that will resonate with your customer
-  Choose your social media channels carefully, # may generate more interest on one site over another
-   Don’t align with people or events that will draw negative publicity
-   Use caution when sharing messages received from the marketplace in your own space

Thursday, September 19, 2013

Reviewing Your Distribution Channels (Recon Thursday/Place)

Once a Day Marketing™ featured video blog: Placing Your Products in the Right Place

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Recon Thursday and we’re going to look inside your company at Place, one of the 7Ps, also known as distribution.

What channels are you currently leveraging to make your product available to customers and potential customers? You may be in a direct sales or retail environment; perhaps you’re selling your products online or using distributors or catalogs. Your business may be centered around trade shows and the B2B environment. There are many outlets to sell your product. The question of course is where are the right places to be.

Seriously evaluate all the ways your customers can buy your product. Are you everywhere you should be? Are some channels working well and others aren’t? Do you need to make changes? Should you find new channels? Monitor results by distribution methods to ensure customers are finding your product where they want it and you are achieving the results you expect. If a particular channel is working for you, then keep pushing product through it. If another channel has poor results, consider shutting it down.

Also research what your competition is doing. You may be able to identify an interesting practice that you can emulate. Search from a broader perspective as well, there may be another company doing something creative with respect to how they are pushing their products through a channel and you can do the same thing.

Lastly, you can ask your customers which distribution methods best meet their needs. Again, the goal is to be where they want to find your product, not necessarily in the channel that you prefer.

Wednesday, September 18, 2013

Does Your Brand Appeal to Hearts or Minds? (Action Wednesday/Positioning)

Today is Action Wednesday at Once a Day Marketing™ and we are discussing positioning options for branding and marketing efforts to engage customers and potential customers.

In broad terms, there are two ways to appeal to customers; to their hearts or to their minds. In previous blogs we’ve talked about a branding rule that reads: “If you capture the mind, you gain behavior. If you capture the heart, you gain commitment.” When customers are emotionally tied to your brand they will consistently return to that favorable experience.

To appeal to customers’ hearts and gain that emotional investment, it is essential to promote the aspect of your business that you are most passionate about. Your task for Action Wednesday is to review the message your business is currently sharing in the marketplace. Determine whether it is appealing to hearts or minds and if campaigns are meeting your expectations.

If you would like to re-focus your message, determine the story to share with customers and potential customers that will allow your enthusiasm and excitement to shine through. This will resonate with your audience and perhaps gain more commitment on the part of your customers.

Tuesday, September 17, 2013

Branding From the Heart (Strategic Tuesday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking with the founder of a new company branding from the heart.

On our radio show Ask Those Branding Guys, we spoke with Val Alarcon, who has recently launched a new business, Vitality With Val. Her background includes marketing and market research but her passion is around inspiring others to lead a healthier lifestyle.

Alarcon’s business is a result of her own illness and journey of learning, healing and recovery. She has obtained a formal education and certification as a health coach. She differentiates her business from others by her mission to empower and inspire others to reclaim their lives through health and wellness.

To share her message and build the brand, Val conducts vitality workshops, hikes, and works with farmers and restaurants to show her clients how to create meals with the freshest ingredients. Glover mentioned that keys to success include reaching like-minded people and developing strategic partnerships with where her services are a good fit.

Ask Those Branding Guys also spoke with Carolyn Parrs, founder of Mind Over Markets. For the past 12 years, she has focused on Green Marketing and assisting companies she believes in to succeed. Carolyn noted that Green Marketing places more emphasis on such things as sustainability of packaging and the supply line. Green businesses are also responding to customer demand for increased transparency.

Enjoy the podcast.

Monday, September 16, 2013

Branding in a Mature Market (Smart Monay/Positioning)

Once a Day Marketing™ featured video blog: Branding in Non-Mature and Mature Markets

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we’re going to take a quick look at branding in a mature market.

A mature market is defined by the fact that the product or service category has several brand leaders. For example, if I asked you to name a top cola you'd probably mention Coke and Pepsi. These are category brand leaders in the mature soda market.

In a mature market it's more challenging to create top of mind with potential customers, especially if you are trying to compete head to head with the category leaders. The best strategy is to differentiate your offering by focusing on a unique attribute that competitors aren't offering.

Let's take a look at an example. In Santa Fe there is a restaurant called Maria's. It doesn't boast that it's the best restaurant in New Mexico or even the best New Mexican restaurant in Santa Fe. It does promote having the largest selection of margaritas anywhere. Whenever you ask a local in Santa Fe where the best place is to find a margarita, Maria's is always top of mind. By creating this unique positioning in the restaurant category, Maria has captured substantial market share as well.

If your brand is situated in a mature market capture more market share by promoting your unique positioning.

Friday, September 13, 2013

Social Media for the Baby Boomer Market (Digital Friday/Promotion)

Today is Digital Friday at Once a Day Marketing™ and we are discussing where to focus your social media marketing campaigns to reach the Baby Boomer Generation.

The Baby Boomer Generation is generally considered to be adults born between the 1946 and 1964. They represent a wealthy market with $2.3 trillion in spending power on an annual basis, ten times the spending power of Gen Y. According to AARP top Baby Boomers social media sites are Facebook, MySpace, Twitter and LinkedIn.

Baby Boomer Fast Facts (babyboomer-magazine.com)

-          Population of 80 Million
-          Account for 40% of consumer demand
-          Control 70% of the net worth of American households ($7 trillion)
-          Have more discretionary income than any other age group
-          Many are empty nesters and grandparents

A business that is interested in reaching the Baby Boomer audience should ensure they are providing products at good value along with great customer service. Adding an E-tailing component to your website as well as distributing your message via social media channels like Facebook and twitter will allow customer to better engage with your brand.

Many Boomers are using e-mail, smart phones and shopping online. If you plan to target the Baby Boomer market, integrating social media into your campaign will be a great complement to your transitional marketing and increase your overall reach.

Thursday, September 12, 2013

Evaluating Your Competition Using SWOT Analysis (Recon Thurday/Process)

Once a Day Marketing™ featured video blog: SWOT Analysis for Your Competition

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Recon Thursday and we are going to discuss using SWOT Analysis to assess competitors.

SWOT stands for strengths, weaknesses, opportunities and threats. It’s a great analytical tool to use on your competitors’ brands and identify possible ways to gain an edge over the competition.

To perform this type of SWOT analysis, first identify a few of your top competitors. Then consider the strengths and weaknesses of their brands, opportunities in their market and any threats they may be facing. Create a matrix of these items and carefully analyze all the factors to determine where you may be able to establish a competitive advantage.

You can even integrate the 7Ps of Marketing into your SWOT analysis. Look at your competitor’s product, pricing, promotion, etc. and identify strengths, weaknesses, opportunities and threats in each category. The more you know about your competition the more effective the strategy you create will be in responding to the opportunities you have identified.

Wednesday, September 11, 2013

Move Your Marketing Plan Forward (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: Taking Action: Getting Things Done

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and you are going to review your marketing action plan and finally tackle that one important item you know you should finish.

If you are a regular follower of Once a Day Marketing™ you know I am a big fan of creating marketing action plans and prioritizing and executing tasks that will improve your marketing and branding.

Your task for Action Wednesday is to look at your marketing action plan and determine which one of the outstanding items is the most critical item to follow through to really improve your business. Perhaps you want to revamp your website or create a demonstration video to show off your product.

Start on the task you want to finish right now and establish a target date to have it completed. It is going to put your business in a good position and provide a great sense of accomplishment.

Tuesday, September 10, 2013

E-Tailing Best Practices – New Mexico Magazine (Strategic Tuesday/Process)

Listen to our featured Ask Those Branding Guys radio show podcast: Creating a Great E-Commerce Site

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking about best practices for creating an online retail environment.

On our radio show Ask Those Branding Guys, we spoke with Ava Salman, e-Commerce Product Manager of New Mexico Magazine. In its 90^th year, New Mexico Magazine is the oldest state magazine in the country with 70% of subscribers outside of the state. The retail presence at NMMagazine.com features items that reflect the spirit of New Mexico and allows subscribers to engage with the brand.

Ava began her online marketing career in the late 1990s with High Country Gardens and shared that in the early days website tools were designed and built from scratch which was very expensive. Today, technology allows any size business to create an online retail presence at a much lower cost.

Salman note that the two most important aspects of e-tailing are driving traffic to the site and providing a good customer experience. Other key elements of a good e-tailing site include ease of use and clear process.

To get started with online retail, several choices are available for a low monthly cost or with minimal development. Ava recommends using Live Chat to enhance the customer experience by answering product questions that may be barriers to closing the sale.

Once the infrastructure is in place, Ava advises visiting sites that provide a good customer experience to assist you in identifying best practices and components that you would like to include on your own site. Features such as paid return shipping may be expensive. Ensure that items you select align with your business model from a cost perspective.

Don’t forget to plan for both traditional and social media marketing campaigns to drive traffic to your site.

Enjoy the podcast.

Monday, September 9, 2013

The Consumer Adoption Process (Smart Monday/Process)

Once a Day Marketing™ featured video blog: 5 Steps of Consumer Adoption

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we're looking again at Philip Kotler's work, specifically reviewing the adoption process of consumers.

There are five stages to this process: awareness, interest, evaluation, trial and adoption. Kotler's model assists us to understand the minds of consumers as they consider buying new products, in particular how they react when exposed to new ideas.

During the awareness phase, consumers have to somehow become aware of the product; that's what marketing is all about. As you advertise, then they become interested and seek product information.

Next is evaluation when potential customers obtain and review details about the product and determine if they want to try it. Today the internet is widely used as a means to gather information related to new products.

In the trial stage, that is what customer actually do. They use the product to see if they like it.

If they do then they move into the adoption phase and become regular buyers of the product or service.

Your goal as a marketer is to facilitate the adoption process for your customers. It will be different for every kind of product. Consumer may be more likely to try an inexpensive product. For more expensive products the evaluation step before the trial will be longer.

Also, consider the individual customers; every customer is different. Some are early adopters and others wait for everyone else to buy once it becomes a proven product. These customers are often referred to as laggards.

When you create your marketing plan ensure you understand these stages of adoption and develop an advertising campaign with customer behavior in mind.

Friday, September 6, 2013

Reaching the Gen Y Market (Digital Friday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we are discussing where to focus your marketing campaigns to reach the Generation Y audience.

Generation Y are generally considered to be young adults with birthdays between the 1980s and early 2000s, spending about $200 billion annually. According the GenerationY.com communication is key for this group. However, it has to be via their preferred means. Facebook or e-mail messages will elicit a quicker response than a more traditional phone call.

Generation Y fast facts (source: theechoboom.com):

-          Population of 80 Million (larger than Baby Boomers)
-          34% are Black, Hispanic or Asian or Native American
-          1 in 4 live in single parent households
-          75% have working mothers
-          Highest level of education compared to previous generations

A business that is interested in reaching the Gen Y audience, also known as "Millennials," should craft a creative and authentic message that will capture the interest of this young, educated group. Focus distribution on the social media channels like twitter, instagram, facebook and vine. Ensure you message is delivered consistently; Gen Yers tend to be less brand-loyal than their parents.

If you plan to target the Gen Y market, integrating social media into your campaign will increase your chances of success.

Thursday, September 5, 2013

Pricing Strategies That Work – Part 2 (Recon Thursday/Price)

Once a Day Marketing™ featured video blog: Pricing Strategies - Part 2

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today we are continuing our series on pricing looking at four additional strategies.

Key factors that come into play when evaluating pricing strategies are the uniqueness of your product and what your competition is doing.

The first strategy we will discuss is called bundle. In this scenario various products are bundled together and sold at a lower price than the individual items. Supermarkets frequently practice this method, perhaps advertising bundles of house cleaning products or milk and bread to entice customer to buy additional items.

Next is psychological pricing. Here you determine a price that will be seen favorably in the eyes of your customers. Would a customer be more likely to buy a $1 order of French fries or an order for $0.99? The actual difference in price is negligible but psychologically the two price points are viewed very differently.

Then we have premium. A high price is established to create greater perceived value for the product. Some consumers will gravitate to a high price because they believe they are getting more for their money.

Last is optional pricing. This strategy may be employed by a car dealer for instance. They offer a base model and customers are given the option to add such items as stereos or leather seats to the product for a higher price.

There are numerous pricing strategies available. Determine which are most appropriate for your product and your market. You may want to try different pricing strategies for various target customer segments.

Pricing is the only one of the 7Ps that doesn’t cost anything to implement. Pricing drives your revenue and eventually your profits. It is essential to thoroughly evaluate the process of pricing and impacts to your customers.

Wednesday, September 4, 2013

Pricing Strategies That Work - Part I (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: Pricing Strategies Part 1

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are going to dive deeper into one of the 7Ps of Marketing: Price. There are great pricing strategies you can leverage to better penetrate the market or increase profit.

Today and tomorrow we will be discussing eight different pricing strategies. Choosing the correct one(s) depends on your goals. Distributing product in the marketplace quickly or establishing a position in the marketplace as a very high-end product that commands a higher price are just two of the factors you will have to take into consideration. Always keep in mind that pricing is driven by supply and demand.

The first pricing strategy is called penetration. Very low pricing is established to push product into the marketplace quickly. Margins will be low, however, this strategy should drive increased volume.

Next is skimming. A higher price is set at product launch to capture dollars from early adopters. You are able to charge this customer a higher price because they are willing to pay a premium to be the first ones to have a new/upgraded product.

In competition pricing you decide if you want to be lower, the same or higher than your competition. Consider gas prices; at an intersection typically all of the gas stations set the same price

Lastly we’ll look at product line strategy. Here you offer a variety of products each at a different price point. Customers on a budget may buy the entry-level product and there are middle and higher price tiers.

Tomorrow we’re going to talk about four more pricing strategies.

Tuesday, September 3, 2013

Made in America Branding (Strategic Tuesday/Positioning)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Strategic Tuesday and we are looking at recent marketing emphasis on products made in America.

We are noticing a trend emerging to promote goods made in the USA. New Balance boasts that it is the only major company making footwear in the USA. Its website highlights 75 years of creating quality products in America and employing 1,300 workers. This past weekend some retailers offered added discounts on USA-made products, encouraging shoppers to buy American.

The research firm Brand Keys surveyed 4,500 consumers to determine the top 25 most patriotic brands. Jeep was the identified as the top brand followed by Hershey's, Coca-Cola, Levi Strauss and Walt Disney.

Apple, Inc. is also contributing to this patriotic trend. One of their latest ad campaigns touts "Designed in California by Apple." Additionally, CEO Tim Cook announced that Apple is planning to manufacturer Macs in the USA.

For Strategic Tuesday, consider how to align this latest consumer sentiment with your company, brand or product to capture more customer loyalty and sales.