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  • The Origin and Fun Related to the Easter Holiday

    Spring is just two days away! The flowers are beginning to bloom, and the birds are finally singing a happier tune and this means that Easter Sunday is just around the corner. Easter Sunday falls on April 24th this year (a little late than usual) and the thought of chocolate, egg hunts, pastel colors, and of course the famous Easter Bunny, come to mind.

    However, where do all of these branded traditions relate to the Christian tradition of honoring the day Jesus Christ rose from the dead?

    Well, there is no connection, simply just another day to eat candy. But, there is some interesting history behind the Easter Bunny, eggs, and how they are associated with springtime.

    The origin of the Easter celebration can be traced back to pre-Christian Germany during the 13th century, according to the University of Florida’s Center for Children’s Literature and Culture. In Germany, people worshiped several god and goddesses including the Teutonic deity Eostra. Eostra was the goddess of spring and fertility and interestingly enough her symbol was the rabbit. The rabbit is a pagan symbol for fertility.

    Also, the season of spring symbolizes new life and rebirth.

    The Easter bunny, a counter part to Santa Claus, dates back to the 1500s. In 1680, the first published story about a rabbit laying eggs and hiding them in a garden was printed. Soon after the German settlers arrived to the Pennsylvania Dutch country, the word about the Easter Bunny traveled and became known as one of childhood’s greatest pleasures.

    On April 1st check out the movie “Hop”,  which blends both art animation and live action in a film with the voice of Russell Brand. The teenage son of the Easter Bunny leaves his home on the eve of taking over the family business in pursuit of his dreams, to become a drummer. “Hop” stars James Marsden, an out of slacker business guy, whom accidently hits the Easter bunny. This movie gives the story of the origin behind Easter and provides humor to this holiday that is dated back to the 1500’s. This movie allows the viewer to see someone else’s meaning behind Easter and how this holiday makes a brand for itself.

    -Micaela Fouhy, Lindsey Baggett, Drew Mayer, Will Cosden, Brianna Golden

  • Today, we are all Irish

    That’s right laddies and lassies, it’s Saint Patrick’s Day, celebrated internationally on March 17 every year. The holiday is basically an excuse to hit the bars and grab yourself a Guinness or two…or ten (if you’re 21, of course). I myself don’t have a shred of Irish blood in me but I would be lying if I said that I never participated in one of the main activities that goes hand in hand with celebrating the holiday. Saint Patrick’s Day started in fact as a very real holiday named after Saint Patrick who is regarded as one of the most commonly recognized patron saints of Ireland. However, while it certainly did originate as a Catholic holiday, it has gradually become more and more of a celebration of Irish culture in general. This means that there are plenty of brands associated with the holiday and Irish culture as a whole, whether positive or more negative. It could arguably be one of the most branded holidays in the world as there are several things that always come to mind when you think of the holiday. These include the leprechaun, the shamrock, all things green, and alcohol.

    Today it is celebrated by Irish and non-Irish alike and, as we all know, it is one of the leading days for consumption of alcohol in the United States. It is a holiday that businesses, bars and restaurants all pour loads of money into every year as they each compete and advertise themselves as “the hottest St. Patty’s party in town”. Even Wilmington is no stranger to capitalizing on the event and promoting the downtown or beach nightlife.

    Also, green is the color and order of the day, especially in terms of clothing. I specifically remember being pinched, (affectionately, of course), for not wearing green one year in elementary school. It is a holiday that many of us learned about years and years ago when we were just little kids and are now at the point where we can fully enjoy it (if you’re 21, of course). All over the U.S. numerous cities throw Saint Patrick’s Day parades and even up the ante in some cases as with the Chicago river being dyed green for the day each year for the celebration.

    Thus, this unique holiday has become not only a staple of Irish-American heritage but also a staple of American heritage as a whole. It is a holiday that basically anyone can celebrate in one way or another. From green alcohol to tacky green t-shirts to those giant leprechaun hats, Saint Patrick’s Day definitely ranks up there with Christmas, Easter, and Halloween as one of  the most branded, and most fun holidays in my book. So all that being said, throw on some green, get a little loud, grab a pint or two (if you’re 21, of course), dance a jig, and kiss someone Irish!

    Eric Holtzman, Maxann Keller, Ryan Kelley, Chad Graves, Katelyn Truss

  • Let Your Colors Burst

     

    Independence Day is one of the most well known branded holidays in America and arguably the most highly anticipated leisure-filled day of the year. For coastal North Carolina and UNCW it means boat rides and beach trips in the hot, summer sun but for the rest of the country there are parades, carnivals, fairs, barbecues, picnics, concerts, baseball games and any other event commemorating United States history and traditions. Oh, but I forgot to mention possibly the greatest highlight of every Fourth of July celebration…Fireworks! Yes, fireworks are the most easily identifiable brand feature of Independence Day and its how Americans cap off every Fourth of July night. It is the trademark of Independence Day and unless you work, visit, or live in Disney it’s probably the only time you will see them each year.

    Almost every major city in America has a fireworks show, unless their state bans fireworks or limits the use. Macy’s in New York City traditionally has a spectacular fireworks show and even if you’re not in NYC you can catch a broadcast of the show from your television on NBC. Back in 2009, Macy’s put on the largest fireworks display in the country, with more than 22 tons of fireworks exploded from the Hudson River! Macy’s even has an interactive website where spectators can go upload and share their photos after the fireworks event:

    http://social.macys.com/fireworks/?cm_mmc=VanityUrl-_-fireworks-_-n-_-n#

    If you do attend an Independence Day event, you will most likely see the colors of red, white, and blue on decorations and even on clothes. These patriotic colors are in representation of the US flag which symbolizes America’s freedom. These colors hold traditions and values and create brand recognition for Independence Day. Without these colors it would be difficult to distinguish this holiday from other holidays.

    With all the celebration sometimes Americans can forget the reason for celebrating and lose the core meaning of the brand. Independence Day isn’t just about fireworks; it commemorates July 4th, 1776, the day the thirteen colonies declared independence from the Kingdom of Great Britain. With that in mind, fear not, the original signers of the Declaration of Independence did intend for Americans to celebrate our Independence. On July 2nd, 1776 when the second continental congress voted to approve a resolution of independence, John Adams wrote regarding Independence Day, “It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more.” His only mistake would be that he thought July 2nd would be the celebratory holiday not July 4th, however even so he was a great forecaster for how America would shape Independence Day into a nationally branded holiday of great celebration and fun.

    -JC Salter

  • Costumes, Candy, Consumption

    Most Holidays in the U.S. revolve around consumption.  Christmas decorations are out before Thanksgiving, Valentine’s Day candy is in stores before Christmas, and we seem to be developing more and more reasons to shop.  For example, Martin Luther King, Jr. Day Sale, President’s Day Sale, New Year’s Day Sale, and of course Black Friday.  Think about Halloween.  What began as a day to celebrate the dead has now been commercialized as a day to dress up as a princess or a firefighter and get lots of candy.

    Halloween has become more than a children’s holiday in the U.S.  It has become increasingly popular for teenagers and adults to dress up for costume parties as well as the occasional trick-or-treating adventure.  Neighborhoods now encounter issues with, “How old is too old to trick-or-treat?”  Shops and advertisements have created the idea that everyone can be something other than themselves for one day out of the year.  On Halloween, we are allowed to be crazy, go outside our comfort zones, buy an outfit that we’ll never wear again and not feel bad about it. Although Halloween is an old holiday, it continues to evolve due to the branding and commercialism done by candy companies and costume retailers.

    Branding is one of the most important aspects of a holiday. Since Halloween traditionally is not really seen as a national holiday and more recognized as an event, branding becomes that much more important. Halloween gives organizations the opportunity to build relationships with their customers and could even allow for new entry points.

    For example, Apple actually has an application that is known as the Halloween Costume Generator. This unique app gives the user over 200 costume ideas and asks a few simple questions to try and cater to their costume needs. Because of Halloween and Apple’s name, it may have attracted a slew of new customers based off of this app alone. It gives Apple the chance to take a tradition and looks to attract newer customers that are drawn to Halloween. Halloween could also act as bridging capital for companies as they look to connect with customers that typically don’t use apps or may not even own an iPhone or an iPad. By introducing a famous “holiday” into the fold, Apple now has potentially attracted a whole new customer base that is customarily dominated by adolescents, tweens, and teenagers.

    It’s going to be interesting to see how companies respond to the many different holidays that are celebrated throughout the year as the times go by and the technology improves. Keep your eyes open, because you may never know what trend, organization, or seemingly distant customer community will attract you by partnering up with your favorite holiday.

    -Tiffany Evans, Deji Adeleke, Anna Kate Babnik, Carissa Niederkorn, & Katie Eagle

  • Old Saint Nick!

    What’s the first image that comes to mind when you think of Christmas?  Most people do not think of mistletoe, eggnog, or gifts under the tree. The most iconic symbol of Christmas is Santa Claus, old Saint Nick. Santa is branded. Even those who do not celebrate Christmas recognize the big red suit with the white fur trim and boots. “Ho Ho Ho” is his coined laugh; who else in the world laughs like that? People all around the world celebrate Christmas and most cultures celebrate it differently. You can visit http://www.stnicholascenter.org/Brix?pageID=76 for a list of countries to find out how people of that region celebrate. In Italy, the Italians celebrate like we do with letters to St. Nicholas and gifts in the morning. In Germany Sankt Nikolaus leaves goodies for the children in their shoes outside or under the bed to be found in the morning. Many cultures celebrate Christmas like our American tradition. But one common theme throughout these cultures is Santa Claus, whether he is called Saint Nicholas or Santa, he still wears a red suit. In certain religious cultures where he is called Saint Nick, he is a leader wearing a red robe. In Germany and the Netherlands, it’s a bishop. Saint Nick always has a beard and in the American tradition of Christmas it is a long white beard that children often tug on to see if it’s real. So we know that Santa and his appearance are branded, but is there anything else that’s branded of him? Well, what about Christmas Day parades? Whether you’re watching the Disney Christmas parade on tv or sitting on the sidewalks of your towns parade, Santa is always the last float in the parade. He is the main event. parents alongside their children wait anxiously to see the fat man in the red suit. Christmas is a religious holiday for most people but to the vast majority, the image that we picture of Christmas is of Santa. So think about that next time you’re awake too late on December 24th, peeking out of your window to see if you can see that iconic sleigh and eight reindeer with Rudolph leading the way.

    Allison Day, Jessica Berinson, Megan Canny, Melissa Gagliardi, Scott Burgess

  • Make this Spring Break about Helping Others!

     

     Instead of partying in Panama City or Cancun and ultimately only hurting your liver, make this spring break or next years about helping others by becoming a volunteer for Habitat for Humanity.

    More than 10,000 students in 2011 are volunteering their time for spring break. The numbers are rising from 2006 when 1,531 students volunteered to spend spring break to help rebuild the storm-torn US Gulf Coast.

    According to Desiree Adaway, the Habitat for Humanity senior director of Volunteer mobilization said, “Students have a number of options to consider for their school spring break, and we are so grateful for their interest in volunteering their time with Habitat,” “Their efforts will help provide safe, decent and affordable housing for so many families in need.” Habitat for Humanity is trying to market now towards college students on their spring breaks.

    Not only are these spring breakers helping others but they are also “building” social capital. Habitat for Humanity is a great way to meet others and spend time with friends who enjoy doing the same things as you. This opportunity gives you a chance to travel across the country to different places and learn of other cultures. From February to June Collegiate Challenge participants will volunteer in 200 Habitat locations and donate 1.3 million to the Habitat affiliates they visit.

    For more information on becoming a volunteer.  www.habitat.org/volunteers.

     -Lindsey Baggett, Drew Mayer, Micaela Fouhy, Will Cosden, Brianna Golden

  • My spring break is cooler than your spring break!

    So instead of spring break being a week or so off school to relax and catch up, for some its an opportunity to party as hard as possible… in the coolest place possible.  Each year we try to top last year’s adventure.  It seems that spring break has become a status competition and the winner goes on the most epic trip EVER!

    College students aren’t the only ones to have caught on to this trend, though.  Travel agencies, hotels, the alcohol industry, cruise lines, etc plan for the months of March and April to bring in as many spring breakers as possible; cruises to the Bahamas, houses in Key West, Miami, Cancun, Vegas, Palm Beach, Panama City- you name it.  The point is to capitalize on the hopes and dreams of a wild week in a tropical location.  Much in the way Hallmark promotes Valentine’s Day, the travel industry pushes for cheap deals in hot places.  These divisions most often even come up with package deals to make this happen.  The alcohol divisions are really the ones who luck out.  They team up with the cruise lines.  They team up with the hotels.  The airlines partner with hotels- it’s all one big money making family.

    All you need is anywhere from $500-$1000 and you get a wrist band that says you’ve paid and you’re ready to party!