Brand Swag: Trump Mobile ‘Made in America’ Pt 2. Fail
Campaign: Trump Mobile Phone - "‘Made in America”
Objective: A few tweaks in the wording solved the issue of false claims of “Made in USA” which was quickly challenged because there are no smartphones made in America. They got around it by changing the slogan to, "Premium Performance. Proudly American" The site states that the device is "designed with American values in mind" and that "American hands stand behind every device" In the "Key Features" section, it is first noted: "Design, proudly American".. ...However, this does not indicate that the smartphone is manufactured or was developed directly in the USA.
Why it DOESN’T work:
1. In the world of marketing, be careful about what you say; it will come back to haunt you. The Trump team tried spectacularly to brand their newest product a smartphone under the umbrella, “Made in America’, however, they were challenged and quickly made an about-face.
2. Trump wants to own the American experience and everything associated with it, even the words themselves, but one thing is true for him: his poor quality reigns supreme. Faulty products, misleading claims, and “alternative facts” always supersede everything else. This time, it’s his claim that is easily debunked.
3. Clever tweaking of their words from ‘Made in America’ to "Premium Performance. Proudly American" - just doesn’t have the same punch. Nice try, though.
