Should American Brands Wrap Themselves In The Flag?

This new GE spot touts American manufacturing, but treads lightly so as not to feel too jingoistic.

Obviously, GE is a global company. So what’s an American company to do these days about its heritage? How far will “Made in America” take a brand?

In the past few weeks, we’ve seen Apple take a few lumps in the press because of the working conditions at the Chinese factories that make their products. There have also been a few rumblings about GM’s decision to award its billion-dollar media buying business to a European-owned agency, a perceived slight after the automaker received U.S. government financing to help it bounce back from bankruptcy.

As in so many things American, our sentiments are riddled with contradictions. Many Americans say they prefer to buy American products but don’t put their wallets where their mouths are.

It’s the subject of my latest column on, which will be on the home page tomorrow.

And, since February marks the 10-year anniversary of my columns, you can get the Kindle version of my best-of book for just 99 cents this month.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.