Construction Marketing and the National Identity

The U..S. and Canadian national holidays are closely timed; Canada celebrates Canada Day on July 1 and of course today is U.S. Independence Day.

The holidays, and nations, of course share many similarities but also have many differences. You just need to travel to the border just a 45 minute drive from here to rediscover the old fortresses. After all, Canada still regards the Queen as its Head of State and the Canadian Constitution only achieved repatriation from Britain -- after much controversy -- just a few years ago.

Despite the wishes of some nationalists in Canada and elsewhere in the world, U.S. culture rules. In fact, some American cultural icons and brands are so powerful they effectively lead the space everywhere, undeniably inspired marketing success.

Many people see their national identity -- and marketing perspectives -- through focused and highly centralized values. Most people, after all, stay close to home, don't risk much distant exploration, and when they travel, seek creature comforts, familiarities, or simply a recreational (weather) break, without much risk.

A few of us stretch further, learning and experiencing other nations and cultures with greater intensity, and even fewer take the big leap and immigrate somewhere else. Immigrants who take on citizenship of another nation really push the limits and go against the grain of most human behaviour; there are similarities, after all, with religious conversions -- national identity is at the core of much of our character, personalities, and values.

How do you apply these thoughts in your marketing?

First, if your market area or segment is within communities or industries where national pride is vital, you take little marketing risk by wrapping your business in the flag. I know several successful businesses hire veterans, for example, and make their service records and accomplishments part of their biographies. '

In many cases, you can discover incredible marketing power (and loyal clients) by reflecting or sharing the cultural values and sensitivities of your immigrant or non-U.S. clients or potential clients. I don't think you can fake this, but if it is in your nature and you truly appreciate and respect the "old country" cultures, you have little to lose by honoring and connecting with them.