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The Memorial Day Brand
I started yesterday morning by sitting in silence and reflecting on the soldiers who have died while serving our country. The loss of lives is beyond comprehension. My thoughts moved to how the mothers of all these brave men and women manage to to get through any day — never mind this holiday — without being overwhelmed with emotion. As the mom of four children, I think I speak for most moms when I say that one of our biggest fears is that we will outlive our children. To lose a child so tragically, as they bravely put the interest of their country ahead of their own safety, must come with such mixed emotions of pride and sadness.
During this time of reflection, it dawned on me that Memorial Day as a brand has lost some of its true meaning. To many Americans, Memorial Day signifies the start of the summer rather than a day to pay homage to our fallen soldiers. Often times, the mention of Memorial Day invokes thoughts of BBQs, beaches and a day off from work. Many American companies leverage the Memorial Day holiday as an opportunity to have a sale. From car manufacturers to mattress sellers, we have all been on the receiving end of “blowout prices” to celebrate Memorial Day. I don’t think any American or any company has deliberately pushed fallen soldiers to the background, but unfortunately, I think the day, from a brand perspective, has evolved into something far different than what was originally intended.
So here’s the question — who owns the Memorial Day brand to ensure the brand association to the fallen soldier is not lost? The American people? American companies? The US government? I think in the end, we all do. I believe it is our responsibility to ensure that remembering fallen soldiers is the primary association to this important day. How do we make that happen? I don’t have all the answers but here are some thought starters. As Americans, I think it is important that on Memorial Day, we take the time to do at least one thing to honor fallen soldiers. It doesn’t have to be a trip to the cemetery — although that is certainly a great option. It can be as simple as a donation to the Massachusetts Soldiers Legacy Fund, a college fundraiser for kids of fallen soldiers. Honestly, what if 1,000 people donated a dollar? It would be a wonderful way to positively impact the lives of children who have lost a mom or dad in the line of duty.
I also think American Companies have a big responsibility and should realign their Memorial Day promotions so there is some benefit to the fallen soldiers’ families. There are thousands of causes that do just that. Car manufacturers could make a donation to one of these causes for every car sold during its Memorial Day sales event. I’m sure ad agencies would love the opportunity to come up with fantastic, unprecedented ideas to ensure that fallen soldiers are front and center in any Memorial Day promotion. Let me be clear, I don’t think companies should leverage fallen soldiers to drive sales. I am only suggesting they stop leveraging Memorial Day for pure self promotion and bring it back to the holiday’s true intent.
Finally, I gotta give props to the media for its Herculean effort in reminding us all of the true meaning of Memorial Day. Across the board, I think media outlets do a superb job in illuminating the day through real-world stories about our military. I find the tributes incredibly moving and find it impossible to get through them without shedding many, many tears. So in spite of all the pig piling that goes on when it comes to the media in general, I think we all need to acknowledge their unwavering commitment to ensuring the memory of fallen soldiers takes priority overs BBQs and beach outings.
What else can we do to realign the Memorial Day brand?
Please note: Comments on this blog are moderated. Any comments that are focused on personal attacks, bullying, threats or overall negativity will be removed.
June 1st, 2010 at 10:43 am
Kel,
Great post. Interestingly enough, I found myself walking my dog yesterday around my 64 home subdivision and only counted 6 American Flags being displayed. I thought, wow – really?
Later in the afternoon I had my two sons place 5 flags around our little tree out front, and I started singing, “Your a grand ole flag” – and neither one knew the song and I thought, wow – really?
Back when I was a kid, we celebrated Patriot’s Day and Flag Day at school, and always had a Memorial Day & Veteran’s Day ceremony outside and we were taught every beautiful and patriotic song ever written. Sadly, it’s not the case anymore. Schools used to have Christmas, Hanukkah, and even Halloween celebrations – but no longer.
I do give kudos to the individual towns who have ALWAYS held their annual parades (regardless of budget cuts etc).
I guess I don’t know who I feel should own the branding of Memorial Day – but as a parent, I’ve realized it falls on my shoulders to teach my children about the significance of these special holidays – and we displayed out little flags with pride.
Peace
June 1st, 2010 at 10:52 am
Kel, I couldn’t agree more with your sentiments on Memorial Day. Memorial Day, like many holidays has lost it’s true meaning. Speaking from personal experience, I can remember right up until I was about 15 years old, my dad and mom would take me to the cemetery where my uncle (my dads brother) is buried, who lost his life at 20 during the Korean War. You don’t realize the ultimate sacrifice others risk for your freedom until you see a cemetery covered in little flags at hundreds of headstones. It really is overwhelming and puts life in perspective. Also, to see Veterans come out in their uniforms to pay their respect is a humbling experience. It’s something I never forget and always appreciate.
June 1st, 2010 at 11:10 am
lily, flags are a great point. something so simple, but such a big reminder of the true meaning of memorial day. i’m going to go online and buy a few today. thanks!
June 1st, 2010 at 11:53 am
frank, that was a great way for your parents to really amplify the true meaning of memorial day. i would imagine that having a personal connection like your uncle makes it all the more relevant. my only connection to fallen soldiers is through the media. regardless, i feel an incredible sense of responsibility to making sure we don’t lose sight of the real reason the day exists.
June 1st, 2010 at 12:27 pm
When I was in the Marines, I used to write to my mom but would never let her know where I was or what was really going on. I had a buddy at Camp Pendleton and he’d take the letters and re-mail them for me so they’d have a California postmark. She spent most of my life protecting me, then I wound up protecting her in a way. Funny how life works.
June 1st, 2010 at 12:29 pm
chris, that has to be one of the most thoughtful things i have ever heard. hearts and hugs from me.
June 1st, 2010 at 2:24 pm
I am embarrassed to say that on Thursday, I had to Google “Memorial Day Origins” when someone asked me the difference between Veteran’s Day and Memorial Day. I think the onus is on everyone (media, marketers and consumers alike) to do something to commemorate the day that brings comfort to the families these brave people have left behind – what better way to honor them?
June 1st, 2010 at 2:38 pm
meagan, i don’t think you are alone in your confusion. a friend of mine who served in the military said he had to do the same thing. i love your honesty!
June 1st, 2010 at 4:42 pm
Nice post. I think the malaise of the holiday (at least compared to several years ago) can be attributed to all of us – and especially our country’s leadership. The younger generation (45 and under) has no idea what REAL sacrifice is – unless you have family in the service. Our last 3 presidents never saw active duty – and most did all they could to avoid it (not judging – just looking at the facts). Speaking of PR and ‘branding’ – our President I think made a blunder by not being at Arlington. His credibility on this front is already weak. So he sent Veep to Arlington – who received 4-5 deferments from service. And I’m not picking on those guys – both sides of the aisle have had a pass compared to our grandparents. It just underscores that when people don’t have to sacrifice for what they have – we should not be surprised when they don’t appreciate it as much as those who did (sacrifice). And yes – I include myself! I watched the first gulf war from my college dorm room. I watched the 2nd one from my big ass TV and sectional, eating chicken wings. When my grandfather watched HIS first war, it was while dangling from a parachute getting dropped into Belgium. Therein lies the difference. ‘The Greatest Generation’ believed in ideals bigger than themselves (God and Country). We believe in iPads, political correctness, and movies. Not judging any of it except my role – just the way I see it. We should take our kids to museums – and if you travel overseas – take them to the US graves all over Europe. Its eye popping – and will have an impact. I remember being very young, standing at a US military site outside London – looking out over thousands of US servicemen headstones, and thinking wow – these are my people, and they never came home. Major impact.
June 1st, 2010 at 4:51 pm
dexter, i love your perspective. thanks so much for sharing it. your comment about the last three presidents never seeing active duty is an awesome point. and i too think obama made a huge mistake in sending biden to arlington. i am surprised obama’s posse allowed him to send a surrogate. i would imagine there was a lot of discussion on this move. your suggestion about taking kids to all the us graves oversees would certainly be a 2×4 for bringing attention to the magnitude of the sacrifices. thanks again for taking the time to comment.