Look for the signature: Using personal signatures as extrinsic cues promotes identity-congruent behavior<\/em>.<\/p>\n\u201cOur research has also shown that people are less likely to buy the option that signals \u2014\u00a0through something on the label \u2014 that it\u2019s not Canadian.\u201d<\/p>\n
The growing emphasis on national identity may have a lasting impact on consumer choices, Mantonakis says, with Canadian wines still faring well even if U.S. products return to local shelves.<\/p>\n
\u201cConsumers are going to be less likely to choose the California wine, for instance, as long as this identity component remains top of mind for Canadians,\u201d she says.<\/p>\n
But how can Canadian wineries ensure that identity stays on consumers\u2019 radars, even after the market once again expands to include U.S. products?<\/p>\n
They need to start putting in the work \u2014 and the sooner, the better, says Tek Thongpapanl.<\/p>\n
The Professor of Marketing and Product Innovation, who has extensively studied strategic brand storytelling, particularly in the wine industry, urges Canadian wineries to harness the patriotic momentum sparked by the trade dispute.<\/p>\n
Thongpapanl, also a Fellow at CCOVI, believes the current trade war will eventually end. That\u2019s why, he says, wineries must seize this unique moment to prepare for the inevitable return of U.S. competitors.<\/p>\n
\u201cThis is the perfect window to lean into the power of patriotism \u2014 to tell your story, to showcase not just the quality of your product, but the Canadian pride and purpose behind it,\u201d he says.<\/p>\n
\u201cIf you wait two or three years and haven\u2019t used this opportunity to show people why you do what you do, and why it matters to them as Canadians, it might be too late.\u201d<\/p>\n
Strategic storytelling, he notes, can take many forms \u2014 from creative social media campaigns to content marketing and traditional advertising \u2014 but at its heart, it\u2019s about emotional connection.<\/p>\n
\u201cIn our marketing literature, we talk about moving beyond the transactional consumer, first turning them into loyal customers and ultimately into passionate advocates for your brand,\u201d says Thongpapanl. \u201cThe goal is to build trust and emotional attachment so strong that consumers don\u2019t just buy from you, they believe in you.\u201d<\/p>\n
He emphasizes that the patriotic feelings ignited by the trade conflict are a powerful emotional lever, but only if wineries nurture them through authentic, consistent messaging.<\/p>\n
\u201cYou want them to see your brand as a reflection of their Canadian identity,\u201d he says. \u201cAt the end of the day, it\u2019s about turning casual buyers into believers \u2014 and believers into ambassadors.\u201d<\/p>\n