Here are 10 notable characteristics these brands share...

1. DECODING THE RESURGENT
PRIDE IN AMERICAN ORIGIN
JOHN W. MANLEY
PARTNER, EXECUTIVE GROUP PLANNING DIRECTOR
OGILVY CHICAGO
MAY 15, 2014

2. We looked at American origin brands with rapid velocity.
They are marked with achieving notable business success
despite seemingly impossible odds.
These stories create a magnetism for a product that is
only made stronger when a loyal base has a memorable
story to evangelize.
Loyals are willing to share such stories since they see a
reflection of themselves and their values in these brands.

3. We examined
brands that
fit this criteria

4. Here are 10 notable
characteristics these
brands share...

5. Fiercely American Spirit
At The Core
Creativity, hard-work, independence,
utilitarianism, stubbornness, dogged
ambition and brilliant cleverness
01

6. Relatable Entrepreneurial
Backstory
Born in a garage /
A trade passed on through a family /
A partnership stemming from a strong,
like-minded friendship
02

7. Relentless Craftsmanship
A mastery of their craft and an uncanny
eye for detail
03

8. Unparalleled Dedication
Ingenuity based on values intrinsic to the
product yet unexpected in the category
04

9. Humanism That Rivals
Their Work Ethic
A heartfelt commitment to giving back
either to an area through jobs or to
philanthropic cause... or both
05

10. A Soulless Goliath
To Make The Enemy
A big, faceless, entrenched behemoth
brand (ideally foreign) to push up
against in an established category
06

11. They Band Together
in Coindependence
A cross-pollination of like-minded brands in
sharing materials and stories
Filson + Horween | Horween + Shinola | Warby Parker + Sanborn
07

12. The Modern Day
Storefront
Vimeo and Pinterest are their storefront
windows to the world
08

13. An Audacious,
Singular Goal
A core purpose that may never be achieved
but is always pursued
09

14. Provenance Lends
Personality
Who they are is partly defined
by where they are from
10

29. 10 NOTABLE CHARACTERISTICS DEFINING BRANDS
WITH RESURGENT PRIDE IN AMERICAN ORIGIN...
1. Fiercely American Spirit At The Core
2. Relatable Entrepreneurial Backstory
3. Relentless Craftsmanship
4. Unparalleled Dedication
5. A Humanism That Rivals Their Work Ethic
6. A Soulless Goliath To Make The Enemy
7. Banding Together In Coindependence
8. The Modern Day Storefront
9. An Audacious, Singular Goal
10. Provenance Lends Personality