Do American Brands Dilute Patriotism by Remembering?
Today is October 11, 2021. It is the twenty year and one month solemn anniversary of the greatest single loss of life on American soil. We will never forget, but how we remember seems important too.
For a firm representing small businesses, like VFC, how the events of September 11, 2001 are remembered in publicity and promotions is a sensitive subject that, at the very least, requires some strategic, dignified forethought.
It should go without saying that all rationally thinking Americans were and are outraged that a planned attack took place in our country. …saddened by the senseless loss of life. …hopeful that the day, the deceased and the heroes of 911 will always be remembered. But every American is different… that’s what makes the colorful nature of our collective culture so compelling.
So logically, every American’s response to the epic tragedy will vary and, in turn, every business’ audience will expect and respect messages differently every September 11. Some targets will see any hastily shared image of a flag or the twin towers and swell with pride, while others will see it as crass opportunism that businesses have no business distributing.
Even if a brand takes the time to create and compose a custom message, some audiences will fail to make the connection between patriotism and the brand’s core competency. After all, we’re all Americans and we all feel similarly – pointing that out involves some modicum of tone deafness. As social media eclipses real life interactions, it’s valuable for brands of all sizes to consider their position when it comes to messages of state and religion.
Like greenwashing– posting inane environmental messaging without taking any real action– a lot of the flag waving on 9/11 can ring hollow. In the recent documentary, 9/11: Inside the President’s War Room, President George W. Bush reflects, it only took twenty years for the day to become less meaningful. True or not, how businesses choose to remember and respond two decades later should be approached with extreme care and thoughtfulness. Yes, the result can backfire spectacularly…
… but even more nuanced, the sentiment can be lost as a tidal wave of lackluster messages literally washes over all media on that day.
We were never going to forget Pearl Harbor, but December 7th posts by business brands are rare so, one naturally wonders about the motivation of a business brand making a statement for the later tragedy. Personally, Americans should do everything possible to remember the fateful day, but business brands need to absolutely be certain that their motive is authentic and absolutely consider their audience before taking a stand.
————— Backed by years of solid agency experience, VFC is an innovative and energetic team of award-winning copywriters, designers, illustrators and programmers prepared to grow your brand and your business. VFC delivers strategic marketing, advertising and public relations campaigns for a diverse roster of clients from a 170-year-old, high-tech renovated farmhouse in the heart of Chester County, Pennsylvania. For more information call 877-GROW ART or visit VFC on the web at www.virtualfarm.com.
