More often than we acknowledge, the messages we send and receive aren’t even conscious – they’re felt. Colours can significantly affect our emotions and our receptiveness toward a company or product.
Lame, eh? Online patriotism is a tricky thing for a company that operates internationally. A Canada-Day sale on your website might increase sales in Canada, but chances are it‘ll drive buyers from other countries away.
In other parts of the world, Canada has cachet. We have the back-to-nature pioneering spirit that distinguishes the Americas, alongside a self-effacing politeness (with the exception of Don Cherry). For some, it's a refreshing mix.
Marketing with patriotism is like walking a tightrope across Niagara Falls. It‘s a narrow, slippery path.Take the country’s clichés too far and you’re teetering on the edge of irrelevance (and embarrassment). Venture too far toward neutrality and you might miss out on potential rewards in consumer engagement, reputation building and sales that can come with celebrating your country.