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20 July 2009 - 13:05Made in America – Still a Strong Brand

“Made in America” may be making a strong comeback. Straight from the headlines of the New York Times (Dollar Falls to New Low Against the Euro – 9/21/07) and the Wall Street Journal (Dollar Lifts Exporters, Blunting Housing Bust – 10/1/07), we see that the dollar is getting weaker against the Euro and other currencies around the world, including Canada. This gives an edge to American manufacturers and has already helped lift exports by more than 11 percent in the first eight months of this year.

In addition to the help the value of the dollar is giving to help bridge the trade deficit, American manufacturers are still known for quality and innovation. American consumers are made aware by news reports of imported products with lead paint in Mattel toys, food that is contaminated, pharmaceutical drugs that are contaminated, labor abuses, and unregulated pollution in China and other countries. Not only will these factors help drive businesses globally for American made products, but American consumers will demand and be willing to pay a premium for higher quality domestically made products.

How do you take advantage of these recent developments?

If you make it in America, be sure to advertise “Made in America” in your advertisements, websites, direct mail, and collateral materials. Consider advertising in trade publications that are read in Canada, Europe, and other countries.