Brands Don’t Need to Use the U.S. Flag to Promote “Made in the USA”
When I was Vice President of Marketing at Farm to Feet, one of our sales representatives asked on behalf of a retailer the question, “why we did not include an American flag on any of our marketing or our packaging.” …. I responded by telling the sales representative that the United States flag code prohibits the use of the American flag for marketing and advertising purposes. Quite simply, I said, “using the U.S. Flag for marketing is disrespectful.”
Your story is a more compelling symbol for “American-Made.”
“The flag represents a living country and is itself considered a living thing.”
When I was Vice President of Marketing at Farm to Feet, one of our sales representatives asked on behalf of a retailer the question, “why we did not include an American flag on any of our marketing or our packaging.” The retailer felt that since the brand was marketing itself as 100% American, then we should include the flag on the packaging and in our promotional materials. I responded by telling the sales representative that the United States flag code prohibits the use of the American flag for marketing and advertising purposes. Quite simply, I said, “using the U.S. Flag for marketing is disrespectful.” Adding credibility to my perspective was that I was a retired Navy Officer with 22 years of service. After explaining my position on the issue and providing him with the appropriate references, he agreed with my opinion and proceeded to share it with the retailer who inquired. Though I am generally not offended by the use of the flag in marketing, I do believe many companies and brands needlessly use it and that some businesses push the boundaries of disrespect in their use of it for the sole purpose to generate revenue.
Is it really wrong
A valid question to ask is whether using the U.S. Flag for marketing purposes inappropriate or not. One way to answer this is to evaluate Title 4, Chapter 1 of the United States Code. This statute is the section of federal law that applies to the United States Flag. In particular, Section 8 – Respect for the Flag – outlines what is considered respectful and disrespectful in the use and display of the national ensign. Paragraph 8.i specifically calls out prohibition in marketing.
“The flag should never be used for advertising purposes in any manner whatsoever. It should not be embroidered on such articles as cushions or handkerchiefs and the like, printed or otherwise impressed on paper napkins or boxes or anything that is designed for temporary use and discard. Advertising signs should not be fastened to a staff or halyard from which the flag is flown.”
A literal reading of the first sentence seems to be pretty clear: “The flag should never be used for advertising purposes in any manner whatsoever.” Still, businesses do it. Moreover, variations of “Made in USA” labels use the American flag on product packaging and promotional material. Therefore, the valid second question is, “why do companies seem to violate the code flagrantly?” The simple answer is “because they can.” Title 4 has no punitive actions for violating the flag statute, such as fines or imprisonment. The law’s intent is to provide standards for respecting the national symbol.
Mostly, the code is followed – especially within the government, military, and civic organizations. The most significant violations of the statute are by those who are ignorant of its existence or are protesting against the United States. Yet, businesses that use it for both marketing and profit-making purposes are also guilty of infringing on the rules. Another argument is that the 1st amendment provides companies a constitutional right to do so as a form of speech. This opinion is both a valid and respectable one, as long as those who make it are not hypocritical in applying the freedom of speech card.
It also seems that most people are not necessarily bothered by it. In this blog by the branding agency absolute, the author shares insight into that perspective. They conducted an informal survey on Facebook and found that a plurality of respondents was indifferent, and only a fourth were offended. In one response, a veteran indicated that he had no problem with using the flag in advertising if tastefully done. That perspective, however, does leave the determination of what is “tastefully” to subjective opinion.
Regardless of whether it is right or wrong, many companies and brands still use the U.S. Flag in marketing and advertising. For example, the tool brand Channellock prominently displays a flag with the words “100% Made in the USA” on their website. Additionally, their product pages, show the stars and stripes below “Made in USA.” Channellock is a remarkable company with an impressive 130 plus year history of manufacturing in Pennsylvania. Their story alone speaks to their commitment to American-made. They should consider focusing on that and emphasize it on their home page instead of using the flag throughout their website.
Ultimately, there are three conclusions one can make on the topic of the appropriateness of using the flag in advertising and marketing:
Using the flag in advertising indeed violates the U.S. flag code
Companies continue to use the flag for promotion and marketing despite this violation because they can with no punitive action against them.
Freedom of Speech enshrined in the First Amendment of the U.S. Constitution provides a valid argument for allowing them to do so.
So, the real question to answer is, “do companies and brands that produce and sell American-made products need to use the flag in their promotions?”
The short answer to that question is “No.”
American Companies Don’t Need to Use the Flag in Marketing
A brand that manufactures its products in the United States should be proud and want to share that fact with their customers. But does that require placing the U.S. flag on product packaging or within promotional materials to convey that message? Moreover, if that is the only thing a business is doing to promote its American-made bona fides, then perhaps they need to hire a new marketing team. Relying on the words “Made in USA” with the flag on a product label may be accurate, but it lacks originality and creativity. Quite simply, it is lazy.
Consumers need more than a label with a flag to become committed to a company and its products. Today’s they want to feel connected with the brands they support, and marketing teams need to engage customers with more than just a patriotic symbol. They want to know what makes a particular company an American brand they should support. Perhaps the best way to do that is through storytelling. By telling the company story, customers can very easily and emotionally connect with the brand. What’s more, a good narrative communicates to them that this business is one that embraces “Made in the USA.”
Here are three ideas for engaging storytelling. The first two are very easy for any company to do while the last one may require additional effort. Regardless, all three are very effective ways to share pride in a brand’s “American Made” story:
Tell Your History – sharing a business’s story allows the best narrator to tell it — the company itself. There are many ways to articulate the company’s narrative from telling its origins to offering vignettes of major milestones. Still, at the very least, it should include company ownership, its location, and the timeline from founding to the present day.
Show how it is done – today, consumers want to know a company produces the items they purchase. Share the manufacturing process through a written story, still images, or video. These narratives will demonstrate both your company’s expertise and craftsmanship.
Invite people to visit – company tours can be a powerful way to share your story and make it real to your customers – solidifying your “Made in the USA” credentials with them and perhaps creating a customer for life. If you do offer company or factory tours, be sure to let your local Chamber of Commerce and Tourism Bureau know so they can help direct visitors to you and perhaps land you first-time customers who did not know you existed.
Two Examples
Jack Daniels
Take, for example, the long history of the distillery located in Lynchburg, Tennessee – Jack Daniels. Established as the very first American registered distillery in 1866, it endured two world wars and prohibition during its 150 plus years of existence. It was not until the 1960s before it went from a regionally known spirt to a nationally recognized whiskey brand. Their history is rich with heritage that includes incredible challenges typical of iconic American legends. Also, they show you how they turn the spring water of Tennessee into legendary whiskey. They walk you through the process that begins with water from the Cave Spring to the multi-year maturation process. As you finish reviewing the fine details of whiskey making, they invite you to visit them at the distillery in Lynchburg, where you can see the process personally. And yes, you are offered an opportunity to sample.
I toured their facility in November 2011 and experienced an in-depth view of the process that would transform wood I selected into my custom guitar.
Santa Cruz Guitar Company
Unlike the Jack Daniels story, which evolved with each new master distiller, the Santa Cruz Guitar Company (SCGC) history is the story of its master luthier and founder – Richard Hoover. Located in a small nondescript shop in Santa Cruz, CA, SCGC is a custom guitar manufacturer and has made guitars for nearly 45 years. While some guitar companies manufacture 400-500 guitars per day, SCGC hand makes only 400 guitars each year. Besides Richard’s story, the production process he created is what truly establishes its American craftsman credentials. SCGC’s website also provides a virtual tour of the shop with detailed videos showing the craft of guitar making. They also offer guided tours of their shop upon appointment, where they will walk you through all the stages of hand-making their premium instruments.
Your Story is a More Compelling Symbol
Companies and brands that produce their products in the United States should be proud of that. They need to leverage their unique American Made story as part of their marketing process while refraining from exploiting the country’s flag for advertising and commercial purposes. As the flag code states: “No disrespect should be shown to the flag of the United States of America.” Using the flag in marketing is a form of disrespect, and companies need to consider that and comply with the statute. Instead, employ other ways to celebrate being made in the USA. Storytelling is one of the best ways to achieve that, and many companies have rich stories to share with their customers. As Jack Daniels and the Santa Cruz Guitar Company exemplify, share your history with your customers, show them how you make the products they love, and invite them to visit your factory so they can witness firsthand how it is done. Ultimately, it is your story and your emphasis on your craft that will resonate with them and turn them into loyal followers and advocates for your business.
Patriotic Holiday Tips for Marketers
For each of America’s patriotic observations (Armed Forces Day, Memorial Day, Veterans Day, and Independence Day), brands should consider what the holiday means, recognize and focus marketing promotion on that.
It’s the time of year when the United States observes several patriotic holidays, marketers should understand what each one observes
Several years ago — during Memorial Day Weekend — a high school student who knew I was in the Navy said to me, “Happy Memorial Day — thank you for your service and sacrifice.” I thanked him for his kind words, but then I added: “But I’m not dead.” I know this shocked him as it did his parents.
I didn’t say this out of spite or to question his sincerity in what he said. What I wanted to do was share with him why we observe Memorial Day or, more importantly, who we honor — those who died in the service of their country. For me, President Truman said it best in these words that can be found in the WW II Memorial on the Mall in Washington DC.
“Our debt to the heroic men and valiant women in the service of our country can never be repaid. They have earned our undying gratitude. America will never forget their sacrifices.”
© Jixue Yang | Dreamstime.com
In our current post-Vietnam (and now post 9/11) American society, no one ever wants to be seen as unappreciative of our military. So much so, that we tend to make every symbolic American holiday a rallying cry for “Supporting our Troops.” We thank them and our veterans for their service and sometimes, like my young friend above, forget the actual meaning of the holiday. Now don’t get me wrong, I am not saying that Americans should not support our troops or that we should not show our gratitude to all veterans — by all means, we should.
What I am suggesting, however, is that as Americans, we need to acknowledge that our symbolic holidays are unique and created with a specific purpose in mind and reflect on that. This perspective is no different for companies and brands. Marketers looking to create content around these holidays need to serve as honest brokers of the messaging in patriotic holiday promotions. Inappropriate messaging is off-putting and may do more harm to a brand’s reputation than good. To assist in developing content, here is a summary of a few of America’s key patriotic holidays.
Armed Forces Day
© Joe Sohm | Dreamstime.com
On the third Saturday in May, we celebrate Armed Forces Day — a day started back in 1949 to honor all the Armed Forces. Yet unless someone lives near a military or naval base, your community probably fails to celebrate or even acknowledge it. This day celebrates and honors all those who are currently serving. Companies located near military installations could treat this holiday as an opportunity to honor their military neighbors by creating content to promote its significance. Nationally, brands could also observe this day and help raise awareness with their customers.
Memorial Day
© Lindaelizabeth | Dreamstime.com
Originally called Decoration Day, Memorial Day began after the Civil War, and communities observed it on May 30th for nearly a century. In the late 1960’s it became a federal holiday and was officially moved to the fourth Monday in May. Unfortunately, Memorial Day weekend is now considered the “official start” of Summer, with most marketing efforts focused on that theme. Brands wishing to observe the holiday as intended, need to be reverent and emphasize the ultimate sacrifice that one can give to their country. This type of content can be tricky, but if done well may offer an opportunity to engage consumers authentically.
Independence Day
Independence Day is probably the most sacred of American patriotic holidays. There is no doubt that the military is paramount to protecting our freedoms and defending our Constitution — from the days of the Continental Army & Navy to now. So, it is fitting to honor both those who are serving and have served in the Armed Forces. Nevertheless, we would be remiss if we allow Independence Day celebrations to only honor the military. Celebrating the birth of our country demands much more, we should celebrate all Americans. In addition to our armed forces, many Americans played essential roles in this ongoing experiment of democracy. Brands wishing to promote an Independence Day theme should not limit themselves to honoring just the military. Besides the military, consider how each of the following types of people has been critical to America’s success:
Independence Day celebrates all Americans (Image Source: Dreamstime.Com)
American Workers
Educators
Protestors
Business Owners
Immigrants
Civil Service
Elected Official
Faith Leaders
This view is even more true in 2020. With the COVID-19 pandemic, consider how medical professionals, first responders, grocery store employees, and sanitation professionals have also been essential to American life. Maybe this year, Independence Day could and should honor them.
© Jixue Yang | Dreamstime.com
Veterans Day
Although not celebrated until November 11th, Veterans Day is another sacred patriotic holidays. It is the day that we honor all Veterans and their service to our country. Its history dates back to WW I and the commemoration of Armistice Day — the historical end date of “the war to end all wars.” Today, many businesses offer special promotions and discounts during this holiday. There is another approach that companies might consider. Instead of focusing outward, they could look inward and identify how many of their employees are veterans and honor them — that very well may be an excellent marketing campaign too.
As we all get ready to observe Memorial Day this year, brands should take a moment to reflect on the occasion instead of promoting the start of Summer. Likewise, for each of America’s patriotic observations (Armed Forces Day, Veterans Day, and Independence Day), consider what the holiday means, recognize and focus marketing promotion on that.
Author’s note: I served in the United States Navy for 22 years, retiring in 2009.
Why native content marketing can help tell your story
The current marketing landscape has produced many challenges and opportunities. Within brand and product promotion, the one main problem is the diminishing effectiveness of traditional advertising. One tool that many brands are successfully using in today's content-rich marketing environment is authentic storytelling…
The current marketing landscape has produced many challenges and opportunities. Within brand and product promotion, the one main problem is the diminishing effectiveness of traditional advertising. In today's content-rich marketing environment, marketers have multiple options ways to reach consumers. One tool that many brands are successfully using is authentic storytelling to share their messaging and engage their customers. Smaller brands, however, may find it difficult to employ this method effectively. In many cases, they are limited to both create and distribute their stories due to lack of resources. In these situations, they should consider employing native content with media outlets.
“As far as I can tell, the definitions and variables are too ambiguous to form a definitive conclusion about the death of advertising, or even what would constitute such a death to begin with. I do know, however, that traditional ad spending and effectiveness are on a seemingly endless downward trajectory. Instead of traditional ads dying, I think traditional ads are evolving—and just like slowly and gradually, dinosaur-species species evolved into bird-like species, traditional ads will evolve into some new hybrid, or new context, rather than disappearing overnight.”
Diminishing Returns of Traditional Advertisements
Consumers have become immune to traditional forms of advertising - especially among younger consumers. A recent study by the American Marketing Association (AMA) acknowledges the shifting landscape in marketing media but argues that these common forms of promotion are still useful. Jayson DeMers, however, challenges this in Forbes by stating that “traditional ad spending and effectiveness are on a seemingly endless downward trajectory.” Generally speaking, regular ads lack sufficient details, often can contain puffery and are quickly forgotten. Despite this, many companies purchase advertisements in magazines and online. In the AMA study, the author concludes “that traditional advertising has an indirect impact on new customer acquisition and brand preference.” This conclusion suggests that there is still a significant ROI with paid ads. Nevertheless, the shifting landscape may have created a point of diminishing returns. The reality is that it is difficult, if not impossible, to track ROI for print advertisements. Although metrics for online advertisements are more accessible and provide real-time information, the ads themselves are becoming increasingly less effective. Online banner and pop-up ads are a clear example of this. With the power of the internet, consumers are researching brands and products – seeking the necessary and relevant information to make a purchasing decision. Brands need to be able to provide that in a way that is accessible, valuable, and memorable.
© Liligraphie | Dreamstime.com
Traditional advertising is becoming more and more antiquated as marketers find more creative ways to engage their customers.
© Edgars Sermulis | Dreamstime.com
Example of Native Content article on SNEWS
(Click on image to read story)
Power of Authentic Storytelling
Brands that master authentic storytelling are better positioned to meet consumer need. Authentic storytelling is a way to share the value proposition of a brand with its customers while educating about its products. Some examples of stories to share are:
Product design and manufacturing - where and how
People behind the products - your employees
Consumers using the products - highlighting how the product performs
The supply chain - showing the steps and the process towards a finished product
Community engagement - how does the brand support or help others
Social Causes - what causes does the brand champion
The format of storytelling can vary including but not limited to blogs, images, and video. The easiest way to share these stories can be via the company’s website or through social media. The GLP Films website has many great examples of authentic storytelling like the “Give & Take” video series they produced for Lifestraw.
Many brands, however, are limited in reaching broad audiences beyond their current customers. Unless a brand has one million followers on Facebook or hundreds of thousands of email newsletter recipients who can amplify their message, it can be tough to reach new customers. Native Content offers a solution to brands looking to reach large audiences with their content.
Native Content Solution
Traditional as well as online media companies are realizing the challenge discussed above. Although media companies may still offer conventional forms of advertising, they are expanding their value proposition to brands. By leveraging internal creative resources, media outlets can help brands with both content creation and message amplification through many channels. Brands using native content can reach the same target audience as traditional advertisement with more meaningful and memorable content. Brands pay for this content to be created and published, but it is not merely “Pay for Play.”
Example of Native Content & Authentic Storytelling
An illustration of the effective use of native content occurred when I was VP of Marketing for Farm to Feet socks. Partnering with the American Wool Council, Farm to Feet leveraged the creative team at SNEWS to create native content that focused on the wool supply chain in the United States. As a result, we were able to develop several well-written articles that discussed various aspects of the wool industry in America and the critical role it plays in performance apparel. Although the column displayed the label “Sponsored Story” it was not merely a pitch focused on Farm to Feet. An added benefit with this approach is that because the content is online, it can be leveraged for sharing in the future when necessary with no additional costs.
An example of authentic storytelling by the brand Lifestraw - this is one of four videos produced by GLP Films, which follows the adventurer and philanthropist Bill Yeo, who exemplifies the spirit of exploration, mindful living, and giving back to the community.
conclusion
Brands face many challenges in promoting products. A significant problem in today’s web-based economy is that traditional advertising is becoming less effective – especially when consumers are looking beyond advertising and conducting their own research. Brands can combat this by investing in authentic storytelling that shares not only the brand’s unique value proposition but also relevant product information. Amplifying the message in these stories can be accomplished by working with media outlets to create native content instead of conventional ads. Native content is a novel way to provide both new value beyond paid advertisements and evergreen content when applicable. By working creatively with media professionals, marketing teams can pursue brand and product awareness and promotion with an innovative approach that tells their story and educates customers about their brand and products.