The DNA of "Made in Germany," part 5: Kathy Johnson's take

Here's the next installment in my mini-series about national brand identity, to wit: What's the DNA of the phrase "Made in Germany?" I asked Kathy Johnson, one of the principals of Consort Partners, what the term means to her. 

Both she and her husband Dominic have extensive experience working with German entrepreneurs and they know their way around the Pacific Rim, so they bring a trans-Atlantic and trans-Pacific perspective to the topic. Here's what Kathy had to say:

“Made in Germany.”  For some, these words might evoke images of fast cars rocketing down the autobahn.  For others, it might mean a large frosty stein of beer served up by a blonde-haired blue-eyed maiden in a dirndl.  And for others, it may simply be a way of describing precision engineering.  

The perception, imagery and notions coupled with “Made in Germany” are indelibly linked with the overall impression, or brand, of Germany.  Thus, for me, the question of what does “Made in Germany” mean is another way of asking “what do I think about, or feel, when I think of Germany.”

A strong nation brand can do many positive things for a country.  It can increase the receptivity and perceived value of exports.  It can also attract more tourists, retain talent and increase foreign direct investment.  All of these factors greatly contribute to the financial health and well-being of a nation, so the exercise of building and sustaining a strong nation brand is not taken lightly.  

Consumers around the world know more about nation branding than they imagine, as they can define a nation in one word – the essence of the brand:  Italy = sexy, France = luxury, USA = commercialism, Switzerland = precision, Japan = technology, Britain = heritage, Germany = engineering.   We can also extend this same exercise to thinking of companies that personify the brand of a nation:  Italy = Gucci, France = Chanel, USA = McDonald's, Switzerland = Rolex, Japan = Sony, Britain = Burberry, Germany  = Mercedes.  

If we take this exercise one step further, then we could also make a generalization that the brand Mercedes is a shorthand example of what “Made in Germany” means.  But what happens when this brand-informed image faces change or challenge? Mercedes got bought by Daimler (with a less recognizable household name), and the global economy slipped into crisis and faces increasing uncertainty and volatility.  This is especially evident in the auto industry, where even stalwart Daimler has recently forecast a full year loss in 2009.

Does that mean that “Made in Germany” will absorb the same negativity and challenge?  Should we look to other brands to personify the “Made in Germany” nomenclature – perhaps something other than an auto manufacturer?  How about a solar energy company?  Or a biotech manufacturer?  Or a pharmaceutical company?

If we look at Japan in the 1950s, “Made in Japan” essentially meant cheap, flimsy goods of low quality.  Indeed, in 1945 Mr. Masoru Ibuka formed Tokyo Tsushin Kogyo with a determination to overcome this stereotype.  His mission was also buoyed by Sony’s success at manufacturing the first pocket radio. Japan gradually reversed the negative “Made in Japan” stereotype, and by the 1970s and 1980s, “Made in Japan” was a worldwide symbol of quality and technical superiority.  

However, a backlash began where some Americans were distrustful of Japan, so the Japanese began to address this issue with names like Canon, Panasonic, and Honda, to appear more Western.  By the time the bubble burst in 1991, Japan’s image was fracturing.  Was it modern and Westernized, or was it ancient and traditional?  Was it Mitsubishi and Isuzu, or was it Canon and Honda?  Tourism floundered. Foreign direct investment shriveled.  “Made in Japan” to some meant leading-edge technology and to others it meant leading-edge rip off. 

Now more than ever, in our world of connectedness – when we  can Facebook, Twitter, YouTube, or Google our way into the daily lives of friends, strangers, celebrities, corporations and board rooms around the world, it’s important to actively promote a strong national image, which in turn solidifies what “Made in…” means.  

And while the older generations may have imagined Germany as the studious straight-A student who isn’t a whole lot of fun but is a brilliant engineer; the new generation seems to have a completely different idea of what Germany looks like, feels like, stands for and produces. 

And now back to the original question… What does “Made in Germany” mean to me?  I envision bold creativity and originality born out of individuals who are challenging the status quo, of brave entrepreneurs who push aside judgment and fear of failure to launch new companies, products and ideas in the face of skeptics and antagonists, and of earth-friendly, sustainable approaches to life and living.  And, yes, I do think of that frosty stein of beer too, preferably accompanied by a crusty, salty brez’n (pretzel). 

Comments

[Eugene Célibataires]

I agree with all the associations Katy made with Germany and would like to add one more: punctuality. Germans even have a saying about that “Fünf Minuten vor der Zeit, das ist unsere Pünktilchkeit!” (translated it would sound like "five minutes before the set time, that is what punctuality means to us")