Patriotism is a hard word to use and appreciate today. To some, it is an important feeling of attachment to one’s country, and to others it has been said to be supremacist, of sorts. To be “patriotic” is to be a “good citizen.” However, when taken to extremes, patriotism, like many well-intentioned sensibilities, can be made to seem wrong. With the political divide in the United States today, depending on where one stands on the MAGA movement inspired by former U.S. President Donald J. Trump, patriotism is often interpreted as nationalism. In truth, this couldn’t be farther from a fair comparison. Nationalism is the belief that one’s country is superior to all others whereas patriotism is simply one’s love for their country.
“I OFTEN TELL PEOPLE YOU CAN BE VERY FAR LEFT AND LOVE YOUR COUNTRY AND YOU CAN BE VERY FAR RIGHT AND LOVE YOUR COUNTRY”
Unfortunately, [this] is frequently misunderstood in the context of building a brand and marketing a business today.
Some brands’ halfhearted attempt at demonstrating patriotism within their products by use of the U.S. flag and color scheme on meaningless merchandise. In reality, consumers are wise to this tactic. “I implore business owners, specifically in the retail space, to look towards expanding strategic brand partnerships and collaborations.” John’s brand ambassadors and collaborators all share the same ideals and goals of emitting patriotic sentiment. These partnerships build on and evoke specific emotions felt within a community at large.
Volition America, Sapiente says, is not political. It’s a brand that he “hopes will unite people to choose America by empowering them with the power of Volition, the power of choice.”
Perhaps the most strategic partnership Sapiente has is with Folds of Honor, a 4-star gold star-rated charity that donates 91 cents of every dollar in scholarships to fallen or severely injured US service members and their families.
When customers convert to living a certain way and pledging to a specific cause, brand loyalty escalates and goes beyond a hobby or an activity. Customers who want to do good things through their purchases might incorporate patriotic products, and proudly display their images to demonstrate it. Nike, Titleist, Gucci, all invoke certain imagery, feelings and messages to consumers and those who see the logos on display. When a company symbol transcends a larger palatable message for consumers, they react accordingly. Sapiente is hoping to do that with Volition.
Ultimately, our love for our country inspires us. The ideal she embodies drives us and reminds us that we have the opportunity and privilege to be better than we were the day before.