If you play a quick word association game, what comes to mind when you think of the Olympics?  Athletic excellence.  Human achievement.  Iconic symbols and ceremonies.  Inspiring stories and moments.  History.  National pride and identity.  Or stated differently, patriotism.  One thing you do not think of, the military.

Patriotism and military service are often intertwined in the public consciousness.  However, it is crucial to recognize that there is a distinction between patriotic sentiment and military service.  This understanding is vital, especially for brands looking to market to the military community.  In this context, certain brands have successfully established themselves as paragons of patriotism, harnessing this perception to resonate deeply with both civilians and military personnel.

Defining Patriotism and Military Service

Patriotism is a broad term that encompasses love for one’s country, pride in its heritage, and a commitment to its well-being.  It is expressed in various forms, from flying the ‘stars and bars’ to participating in civic duties.  Military service, on the other hand, is a specific manifestation of patriotism involving personal sacrifice, discipline, and commitment to defending the nation through service.  While military service is a profound act of patriotism, not all patriotic acts involve military service.  For brands perceived as patriotic, marketing products and services to the military community takes more than flag waving and an overabundance of Americana.

Marketing to the Military Community

Marketing to the military community requires a nuanced approach that respects the unique experiences and values of service members and their families.  Brands that succeed in this area understand the distinction between patriotic sentiment and what defines military service and a military lifestyle.

1. Authenticity and Respect

Brands must demonstrate genuine support for service members and their families.  This involves understanding military culture, using appropriate language and imagery, and highlighting real stories of service and sacrifice.

2. Support for Military Causes

Many patriotic brands actively support military causes, through donations, sponsorships, or partnerships with veteran organizations.  Such initiatives resonate deeply with the military community, as they reflect a tangible commitment to the military community’s well-being.

3. Tailored Marketing Campaigns

Tailored marketing campaigns that address the military lifestyle can be highly effective.  These campaigns should also highlight values such as duty, honor, and loyalty, which are highly regarded within the military.

Patriotic Brands in the U.S.

Brand Keys' 23rd annual Most Patriotic Brands survey has identified 2024’s top 50 American brands consumers feel best embody the value of “patriotism.”

1. Jeep

Jeep’s history is deeply intertwined with the U.S. military, dating back to World War II.  The brand leverages this heritage in its marketing, emphasizing ruggedness, durability, and freedom. According to YouGov, military community is +5.1% more likely to have a positive opinion of Jeep compared to the general population.

2. Ford

Ford’s marketing strategy emphasizes American manufacturing, innovation, and resilience.  The automaker often highlights its roots in American history and its contributions to the nation’s industrial strength.  Ford’s support for military charities and initiatives links the brand to the military community. (+8.3%)

3. Levi Strauss

Levi's supported WWII efforts by producing military uniforms, reinforcing its durable and patriotic image.  Levi's marketing celebrates American ideals like freedom and unity, supports veterans, and features military-inspired product lines. (+5.5%)

4. Coca-Cola

Known for its heartwarming advertisements that often feature American landmarks, holidays, and patriotic themes, Coca-Cola has successfully positioned itself as a symbol of American identity.  Its campaigns frequently highlight unity and pride, resonating with both the general public and the military community. (-2.7%)

5. Disney

Disney's media often celebrates American values, fostering national pride.  Disney demonstrates military support through initiatives like the "Heroes Work Here" program, which hires veterans, and "Disney Salutes," offering discounts to military families. (-7.3%)

Distinguishing Patriotism from Military Service

While military service is a profound act of patriotism, it is essential to recognize that patriotism extends beyond military involvement.  Brands that understand this distinction can craft marketing strategies that appeal to a wider audience while still honoring the military community.

The most patriotic brands have mastered the art of appealing to both general patriotic sentiment and the specific values of the military community.  By emphasizing authenticity, supporting military causes, tailoring their marketing campaigns, and ensuring representation, these brands resonate deeply with their audiences. Understanding the distinction between patriotism and military service allows these brands to honor the sacrifices of service members while celebrating the broader spirit of American pride and unity.

Brands typically make attempts to connect and engage with the military community on Memorial Day and Veterans Day.  Throw in a discount and this is what the market has told the military to expect in the way of outreach.  For a brand willing to do more, there is an opportunity to turn the heads of the ~40 million consumers that make up the military community.

Marketing to the military should be an “always on” mentality, not just a few touches throughout the year at the same time every other brand is doing the exact same thing.  The military community (~40 million strong) is one of the largest American consumer segments, made up of people from all walks of life.  Their diversity and lifestyle offer tremendous marketing opportunities to brands who serve every audience.  For a brand to really connect with this group, a level of understanding is required – not just check-the-box marketing efforts.

Does your brand have an effective strategy to connect with the military community?  We can help.  Our team designs and executes marketing and sponsorship campaigns targeting the military community.  We deliver results because we understand the audience. We understand who they are, where they live, and what drives them.  We speak their language. We connect with the military community through authentic messaging in channels where they are, with information relevant to their lives.

We help brands connect with the military community.  Let’s talk about how we can help your brand.

Matt Gafford

Founder, The Barracks

matt.gafford@inthebarracks.com