A Global Marketing Blog – Because "abroad" is a place that doesn't exist.
Provenance is a key factor in establishing credibility for a product. So what happens if you create a great product away from its typical country of origin? Vodka from Texas, anyone?
Consumers see the origin of a product or its ingredients as an indication of quality.
That’s why so many fashion, fragrance and luxury brands include the name ‘Paris” on their labels and ads. The designation Paris provides the style and refinement credentials these brands want to identify with.
Provenance is so meaningful, a long list of products are identified with a Protected Designation of Origin (PDO) certificate. This means no sparkling wine can call itself “Champagne” if it doesn’t come from that specific province in France. The same goes for a variety of products such as Parmigiano-Reggiano, Tennessee Whiskey, Asiago Cheese, Darjeeling tea, Idaho Potatoes, Colombian Coffee… To have these names on the label, these products must come from the respective designated region. The PDO designation keeps consumers from being ripped off buying knock offs of inferior quality.
While PDOs are the extreme in provenance labeling, many products don’t have a PDO buy still benefit from being linked to a certain country: Vodka from Russia, beer from Germany, pasta from Italy.
And now, a round of unabashedly FAKE questions and answers:
1. “Vodka is a typical product of Russia. France is the land of wine and cognac. I created a Vodka product in France. How can I turn it into a successful premium brand worldwide?”
Sure it can be done. Promote your product outside of France. That’s how Grey Goose started. Once the world recognizes you are worthy, the French might come along.
2. “The city where my product comes from is pretty down at the moment. How can I promote a premium car brand while mitigating that, and maybe even benefit from some goodwill in the meantime?”
Chrysler’s “Imported from Detroit” does just that.
And who doesn’t love the underdog coming from the wrong side of the tracks ?
3. “My headquarters are located in the U.S., but my products are produced in China.”
Split your claim in two: Talk about where the product was created, and where it was put together. Booyah! You’ve got the best of both worlds.
If your boss says it won’t work, you can reply: “But Apple does it!”
4.”I created a new type of Vodka… made out of corn, in Texas. Is there any hope?”
Yes there is. See answers #2 and #1.