THE PLEDGE OF ALLEGIANCE
On June 22, 1942, Congress adopted the Pledge of Allegiance as the official oath of the United States. In addition, the law also created the official Flag Code, including regulations for display, care, and etiquette of the American flag. The only change made to the Pledge after it was signed into law was on June 14, 1954, when two words were added, rendering it in its current state today.
THE OLYMPICS
Next month, on April 16, one of the most enduring rituals of the past century will begin. In a sacred ceremony in Olympia, Greece, the birthplace of the Olympics, the rays of the sun will light the Olympic torch, and it will begin its journey to Paris. Over 68 days, 10,000 different people will carry the torch throughout France, ultimately arriving across the Seine from the Eiffel Tower on July 26 for the now iconic and epic Opening Ceremony of the XXXIII Olympiad. This event is so deeply entrenched in the lore and culture of the games that it would seem to have always been a part of the Olympics, but along with most of the other aspects of the games that have elevated them to legendary status, it had a definite beginning. It all started in 1936 with a truly despicable propaganda campaign.
DIAMONDS
In 2022, over 2 million engagement rings were sold in the United States. Almost 90% of those rings featured diamonds. That same year, diamond sales made up $340 billion of the global economy. But historically, diamonds were never that popular, and certainly weren't associated with marriage. That cultural shift occurred in the 1940s when one company decided to redefine the marriage proposal.
SELFIES
The word "selfie" first appeared in an Australian internet forum in 2002. By 2013, "selfie" was declared the "word of the year" by the Oxford English Dictionary. With the invention of the digital camera in 1975, and the first phone with a camera in 1999, photography had evolved to allow an individual to effectively take a snapshot of anything at any time. But it wasn't just technology which caused this phenomenon to explode around the world. The vision of this behavior was actually cast in the early 1900s with an innovative marketing campaign.
HOW MARKETING CHANGED THE WORLD
Culture changes constantly. Most of us think it happens organically, shaped by things like technology, art, politics, or activism. But you'd be surprised how many deep-seated behaviors and beliefs were actually created by carefully-crafted marketing campaigns. Smiling for photos, diamond engagement rings, even the pledge of allegiance - all of these were created by a corporation that was intentionally trying to change our minds, and it worked. In How Marketing Changed the World, we'll explore the fascinating true stories behind some of the most successful, and often unknown, marketing campaigns of all time. Join us every month to learn how powerful marketing can be, and perhaps how to rethink or enhance the promotion of your own brand.
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