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The American Brand



On Memorial Day we celebrate the men and women who have served in the military and made the ultimate sacrifice. We remember and honor their service. With an ongoing global pandemic, we also honor health care providers and essential workers who have lost their lives caring for the people whose freedoms our military services have guaranteed.


The American Brand


As today marks a day of remembrance, we should reflect on what America is. A nation, a people-first brand with principles that define our identity. Just like a business, America has brand values at its core which guide it toward a vision. America is a place where people have the opportunity to make their dreams come true. We live to inspire and to lift people up to their best potential and to achieve the American Dream. Born to provide its citizens a place where freedom reigns, and no government or monarchy can infringe upon those inalienable rights. Americans fought for freedom and continue to defend this core principle of freedom that the will of the governed shall be the ultimate authority upheld within the Constitution. Empowering the people as the final authority to govern themselves has strengthened an American personality that is bold, brave and righteous.


The preamble to the Constitution serves as the American Mission Statement informing our government and citizens of the nations aims and values. “We the People of the United States, in Order to form a more perfect Union, establish Justice, insure domestic Tranquility, provide for the common defense, promote the general Welfare, and secure the Blessings of Liberty to ourselves and our Posterity, do ordain and establish this Constitution for the United States of America.” This clearly defined aim has guided the nation to its world power stature and continues to boost our brand recognition around the globe.


The American flag serves as a beacon and primary brand identity representing both our past and present. It is designed to be a reminder, representational, inclusive and to be flown with pride. Just as any well-designed logo tells a story, the flag uses 50 stars to represent the 50 states and 13 stripes to represent the thirteen British colonies that declared independence from the Kingdom of Great Britain. The flag is customarily flown on civic holidays like Memorial Day, Veterans Day, Presidents' Day, Flag Day, and on Independence Day. As Americans we take pride in and pledge allegiance to our brand, overtly proclaiming the ultimate brand loyalty. “I pledge allegiance to my Flag and to the Republic for which it stands: one Nation indivisible, with Liberty and Justice for all. “


Each one of us serves as a brand champion representing America’s values and foundations. We have had brand heroes throughout history that have and will continue to tirelessly protect and keep us safe. As we celebrate Memorial Day this year, remember that every individual act of appreciation, kindness and inspiration all add up to something much larger than ourselves. That’s what our brand heroes are fighting for. That’s what America stands for.


As this Memorial Day marks the unofficial start of summer, a season of consumer sales, shopping and events will follow. What is your brand to do during this summertime holiday amidst the uncertainty of a global pandemic and changing market landscape? For many brands, it’s time to slash prices and follow the standard practice of boosting sales and making offers that generate interest. For other businesses it’s time to evaluate how they continue to stay afloat. On this Memorial day take the time for reflection, appreciation and optimism--and perhaps focus internally on your brand to see what matters most. If you find that you need help, tet the brand experts at ATOMIC D help you discover your foundation.

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