Field Notes






    Field Notes


How the Fourth of July Relates to Marketing

by | Jun 25, 2019

We know it’s unusual for a blog about freedom and patriotism to be on a marketing agency’s website. Most people would urge us to simply stick to the business side of things. However, the history of American Independence relates to marketing in many ways. 

A Little History…

The day we celebrate as Independence Day happened on July 4, 1776. To permanently proclaim their separation from England, the Continental Congress convened in Philadelphia in the summer of 1776 to draft and adopt the Declaration of Independence. America was born.  

It’s worth noting this was thirteen years before the US Constitution was ratified, which set our country on a path towards freedom, equal rights, due process and checks and balances. And while disputes over these issues still exist today, we all enjoy the right to self-determination. 

The Declaration of Independence foreshadowed the Bill of Rights that followed. Thomas Jefferson wrote: 

We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.


So, Wait. How Does This Apply to Marketing? 

 Marketing is a vehicle that carries people to discover happiness. 

That’s an audacious statement, isn’t it? 

Happiness isn’t solely the result of buying things, although it’s inarguable that great products do in fact bring joy to our lives. 

Services like medical treatments, legal representation, and home repair give us relief, which in turn leads to happiness. 

Social causes, non-profit organizations, and educational opportunities help us fulfill a sense of purpose in our lives, which also leads to happiness. 

Good food, entertainment, new music (or classic!), art and humor energize us to keep pushing forward every day. Happiness. 

All of these things are discoverable thanks to the marketing efforts of the companies and non-profits who provide them for the public. 

Marketing Is a Shortcut in the Pursuit of Happiness

Imagine for a moment what your life would be like if all promotional activity suddenly came to a stop. 

You’d be left to research things on your own. You’d reluctantly rely on the advice or recommendation of those around you. You would undoubtedly experience disappointment (or worse) as you test new products and services by trial and error. 

It’s a sloppy and unhappy way to find the information, goods and services you need to live your best life. 

That knee replacement you need? Your Pop told you to visit a doctor fifteen miles away. Little did you know there’s a better doctor just two miles down the road. 

Pest control? You learned that you could sprinkle coffee grounds around your house to ward off ants from your home. Too bad it doesn’t prevent rodents from raiding your pantry every day. Who do you call to stop that? 

You spent $20 for a new shirt at the store in your neighborhood. You could have bought a better one for half the cost just a few miles away. 

Word of mouth and self-exploration are fraught with flaws.

Marketing gives us a direct path to learn new ways to improve our lives. It also helps us avoid shady businesses and subpar quality. 

How many times have you avoided buying a bad product because you responded to an ad for another one? You can thank marketing for that. 

How many times have you received speedy repair service or learned how to fix it yourself by reading a blog online? You can thank marketing for that. 

The Fourth of July is More Than Just Fireworks

 Independence Day is a celebration of the birth of our nation. It is a celebration of our freedom to be who you want to be. While our country still struggles to equitably apply these liberties for all citizens, we ultimately share the privilege of living in a country where you can pursue happiness through the freedom of choice. That decision-making process is simplified thanks to marketing.  

From all of us at Divining Point, we wish you a safe and happyFourth of July!

Our CEO, Coy West, considers the Fourth of July his favorite holiday. 

 “What’s not to love about explosions and beer?”


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