Monday, July 1, 2013

The Secret Behind American Brands in July

In the United States, July is the month when we celebrate Independence, specifically on the Fourth of July. But many retail stores have “Independence Day” sales that last more than just one day. And how many car sales that are advertised on TV and radio are called “Independence Day Sales” but start in June and last through July?

The reason behind this advertising extension can be explained by a simple advertising fact. Businesses want to capitalize on the buzz of the moment. In the case of June and July in the United States, that buzz is Independence Day.

Consider these well-known brands. During the months of June and July, they can take advantage of the “America” or “American” portion of their brand names for a myriad of advertising and promotional opportunities:

  • American Airlines
  • American Apparel
  • American Broadcasting Company
  • American Eagle Outfitters
  • American Express
  • American Greetings Corp.
  • Bank of America
  • TravelCenters of America

If your brand had “America” or “American” in its name, what would you do during June and July to capitalize on Independence Day or the entire month of July? Certainly, product or service discounts are an option, or maybe, the launch of a new product or service, or perhaps, the implementation of a new loyalty or referral program. But whatever announcement your business makes, you will definitely have an audience.

Another spin on this topic is if a portion of your brand name is tied to a national park, national monument, theme park, hotel resort, etc. There is no doubt that your brand has a head start on brand awareness if the name of your business is Mt. Rushmore Cement Company or Yellowstone Coffee or Liberty Bell Music Store.

In all of these scenarios, the first goal of all marketing campaigns has been achieved. There is immediate brand recognition.

However, don’t lose sight of the strengths of your own brand and the competitive positioning that you’ve worked hard to achieve.

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