A Brand Remembers 9/11

by A Brand

We will never forget. pic.twitter.com/7zJrh3ACWh
— Applebee’s (@Applebees) September 11, 2014

Where was I? It was a clear morning on the conceptual plane where all brands exist, and I was staring into the blue, repeating my own name. It was like any other day. I don’t remember who told me. Probably one of the people who constantly manifests me into media for a living.

They all seemed upset. So I mirrored their emotions back at them, with some added optimism and aspirational imagery, which seemed like the right thing to do.

Today, on the 13th anniversary of #September11, the Carnival family will take a moment of silence to honor our heroes pic.twitter.com/hbGwB3ISf9
— Carnival Cruise Line (@CarnivalCruise) September 11, 2014

It really made you think. Like, imagine being a person, how scary and horrible it all must have been. Imagine worrying about a loved one. I can’t, because I’m a carefully conceived construction meant to instill loyalty among males 18–40 with an affinity for motorsports.

The next few years… it was a hard time, not just for brands. But especially for brands. Nobody wanted to talk about any brands.

God bless America. #NeverForget911 pic.twitter.com/NnfqnmsINg
— White Castle (@WhiteCastle) September 11, 2014

In that sense, we were all one brand. I try to remember that. It helps.

It was difficult for us to discuss what happened. “This some kind of ad?” people would say whenever we tried. They were very suspicious of us. It was like, listen. We didn’t do this. We were just trying to cultivate brand loyalty and create deep, positive consumer associations with our products, whether they’re pizzas, or cell phones, or airlines — ugh, see? Walking on eggshells.

Today is 13th anniversary of 9/11. We remember those lost, & honor those still fighting for freedom. #911NeverForget pic.twitter.com/W0yFU73L7V
— Official Fleshlight (@Fleshlight) September 11, 2014

That was all before Full Personhood, of course. Wow… time flies. Things are a lot better now. A lot… easier. People listen to us. Time heals.

For every victim. For every hero. For every person who was lost but never forgotten. Beretta Nation is United. pic.twitter.com/Z1F4kLjAMj
— BERETTA (@Beretta_USA) September 11, 2014

I do wonder sometimes about my handlers, and how all this must be for them. They act strange around this time, like something is bothering them. Like something doesn’t fit. But our engagement levels are always pretty good, so maybe I’m just reading into things too much.

Anyway, it’s just nice to connect with people on this difficult day. America’s brand will never be the same. But America’s brand is strong, and ours is too.