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
IMC Hawks Blog 