The Fourth of July, otherwise known as Independence Day, is one of the most important national holidays in America. In addition to fireworks and parades, it’s a day when businesses across the country take the opportunity to appeal to their American audience’s sense of national pride by painting their packaging and advertisements red, white and blue. Plenty of brands have been known to join in the festivities for the day, but for many other brands the 4th is just a continuation of the proud patriotism that they wear all year round. Those consistently patriotic brands lead those of us in the Pointer office into a discussion about brand authenticity and if the two traits coincide, which is how we were guided towards determining Pointer’s top five most authentic American brands.
In 2017, the communications agency Cohn & Wolfe revealed the results of a study on “Authentic Brands.” The study detailed consumer attitudes about brand “authenticity”, gauging companies based on their reliability and respectfulness. The premise of this report came out of the notion that the majority of consumers would purchase from or support brands that they viewed as authentic. Based on the results of over 15,000 respondents, the companies were ranked from those with the highest authenticity score to lowest, with Amazon coming out on top.
In honor of American Independence Day, and inspired by Cohn & Wolfe’s report, we sent a poll around the Pointer office to see what our team of brand-savvy internationals perceive as the most authentic American brands.
Pointer’s Top Five Authentic American Brands
3 – It’s a three-way tie for third place between Apple, Coca-Cola and Harley-Davidson, who all garnered 9.7% of the votes. They may be three very different companies with unique identities, but their blend of future-facing optimism and rugged individualism place them near the top of the authenticity leaderboard..
2 – The runner-up position went to Levi Strauss & Co., who received 16.1% of the votes. America’s first blue jean company was founded in 1853 and still reigns as a leader in denim. Mr Levi Strauss was a German-born businessman who moved to San Francisco at the start of the 1850s to open a California branch of his brother’s textile business. It’s perhaps this encapsulation of the American.
1 – According to Pointer staff, with 22.6% of the overall votes, the number one most authentic American brand is baby food company, Gerber. The Michigan-founded business has since been purchased by Nestlé, but that doesn’t stop it from having a proudly rooted American history. Perhaps it’s the all-American-looking Gerber Baby that has our Pointer personnel convinced.
Since our office results turned out markedly different than Cohn & Wolfe’s, we wonder what your pick for the most authentic American brand would be? Please let us know in the comments on our LinkedIn post.