Made Right Here: The Psychology Behind America's Most Patriotic Brands

What makes a brand truly patriotic in American eyes? The answer might surprise you—and it"s definitely not just waving flags or wrapping everything in red, white, and blue. Robert Passikoff, founder and CEO of Brand Keys, returns to Customerland with fascinating insights from their 24th annual Most Patriotic Brands Survey. This year"s results reveal a startling reality: commercial brands now significantly outperform government institutions when it comes to patriotism. While Jeep maintains its perfect streak (ranking #1 for all 24 years of the survey with a near-perfect 99% rating), government bodies like the House of Representatives and Senate score dismally low at just 25% and 28% respectively. The conversation dives deep into what actually creates patriotic brand perception. As Passikoff explains, true patriotic connection comes through authenticity—the historical significance of Jeep "winning all the wars," Ford"s role as "the founding father of industrialism," or Disney"s ability to "repaint Rockwell every single night" with their Main Street Parade. These brands don"t simply claim patriotism; they embody elements of American identity through innovation, inclusion, and genuine heritage. We explore how smart consumers easily detect inauthentic patriotic messaging, why politically divisive approaches fail for brands, and the striking trust gap between commercial entities and government institutions. With government trust ratings below 40%, brands have unprecedented opportunities to forge meaningful connections through shared American values—if they can do so authentically. This compelling examination of patriotism, brand loyalty, and consumer psychology offers valuable insights for any brand looking to connect with American audiences through values rather than superficial symbolism. Tune in to understand why patriotism remains a powerful force in consumer decision-making, and how the brands that truly understand American psychology continue to thrive even in divisive times.