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An Independence Day question

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For 12 years I’ve lived in a politically diverse neighborhood.

Progressives live next to military folks, and we all get along well.

Still, something odd strikes me this Independence Day. There are almost no flags flying from houses on the block.

Three of us consistently fly the Stars & Stripes from our homes. But considering 70 percent of the houses sported flags in 2003, I must wonder what’s changed.

In the past decade divorce and retirement have claimed roughly one-third of the neighborhood. New faces jog by weekly.

Conceivably all the patriotic folks moved out.

The more likely answer: Barack Obama was elected.

Hopefully I’m incorrect thinking those disagreeing with Mr. Obama’s policies put their flags away until someone they prefer is in the White House.

As a youth I heard the expression “My country, right or wrong!” During Watergate I was taught to respect the office, regardless of your feelings for the office’s occupant.

These sentiments are worth considering on our nation’s birthday.

Still, this is a marketing column. Why the political lecture?

If my theory’s correct, those proclaiming to love the flag and what America stands for are being inconsistent.

Inconsistency tells your audience your messaging’s confused, hypocritical or opportunistic.

None of these attributes lend themselves to a persuasive message, nor to making your sales effort any easier.

And since we’re all trying to sell something — product, service, or ideology — consistency in your messaging and symbolism is critically important if you want to be taken seriously.

So like any other type of branding, using the American flag as part of your message must be predictable — even when you disagree with the person in charge.

Therefore, as you’re looking at your own business messaging this Independence Day and beyond, consider whether your organization only uses the American flag as a convenient prop. If you only take it out to show you’re having a sale on July 4th and Memorial Day, nobody will believe your love of the flag come next December.

Bottom line: Keep your flag display constant. Don’t change just because you disagree with something happening in Washington. Either put the flag out full time, or not at all.

And from someone who flies his flag year-round…Happy Independence Day.

With that said, I wish you a week of profitable marketing.

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