How did the 4th of July, The Independence Day, become part of the US brand?

The 4th of July, Independence Day, is as important a part of the image of the United States as the hamburgers, the iconic cities and the constant waving of the flag. Most people in Sweden know about the Fourth of July and that it is America's national day. Much better than we know Finland's National Day, December 6, Denmark's National Day, June 5, Germany's National Day, October 3, or England's National Day, April 23. Even though it is some of our neighboring countries.

The Independence Day is a part of the American identity.

There are three or four countries where most people in Sweden know about the national day. Norway, 17 May, France 14 July and the USA, 4 July. Why are they so famous, what do they have in common, apart from the fact that the flags bear the colors red, white and blue. Of course, they are good at celebrating properly. Of course, they have a strong nationalist streak. And of course they gather in large numbers, albeit in slightly different ways. Norway takes to the streets in national costume. France celebrates with military parades and fireworks. In the US, it's family, BBQ and fireworks. And flags, a lot of flags.

Why is the Independence Day celebrated in the USA?

The United States celebrates the National Day because The Declaration of Independence was ratified by Congress on July 4, 1776. It is simply the liberation from England that is celebrated. It was not entirely obvious that it would be the Fourth of July. Congress first voted on the letter on July 1, but one of the 13 states was against it, so it took another three days before they agreed. Fourth of July was celebrated as early as 1777, but it was not until 1938 that Congress made the national day a paid federal holiday.

Norway and France also celebrate their liberation. 

Although, in reality, Norway did not become independent on May 17. They became free from Denmark, but belonged to Sweden instead. The governor at the time, Kristian Fredrik, did indeed proclaim himself king and declared Norway's independence 17 May 1814. But Sweden's army marched into the country and Christian had to abdicate the throne and flee the country. In practice, Norway only became its own nation in 1905 after declaring independence, which was finally accepted by Sweden.

In France they celebrate the storming of the Bastille in 1789. The storming started the French Revolution. Louis XVI lost power and the first republic was proclaimed. Rumor has it that it was precisely the Bastille that was stormed because the prison was a symbol of the unjust legal system that only benefited the upper class. Actually, the target was the prison's large amount of weapons and ammunition. The revolution was inspired by the freedom movement of the United States and became an inspiration for the modern society of the West where kings, nobility and the church lost formal power in favor of democratically elected representatives.

But Sweden then, why do we celebrate? Or why don't we celebrate?

We celebrate Sweden's National Day in memory of June 6, 1523. It was then that Gustav Vasa rode into Stockholm and was elected king. Gustav Vasa had taken back Sweden and the power from Denmark's King Christian II, Christian tyrant in Sweden. According to a popular myth, he is called Christian the Good in Denmark. However, it is a myth that has Swedish origins. Probably because they want to establish some kind of hatred against Denmark because they would have liked Stockholm's carnage. In Danish history, he doesn't have a nickname at all.

Yes, you read that right at the beginning of the last paragraph. Sweden celebrates five hundred years this year! Something that has hardly attracted attention at all. Why don't we celebrate? I still remember the massive celebrations of America's 200th birthday. But in Sweden they ignore celebrating 500 years as an independent state. Why is it like that? Why don't we protect the brand Sweden? In various newspaper articles they talk about our lack of traditions. That celebrating National Day is so new. That there are political undertones with strong nationalism. 

The brand Sweden would benefit from more celebration.

What politicians and those in power would need is a big scoop of brand thinking. The Sweden brand is in decline. We are no longer very good at anything. Schools, care and welfare are declining, GDP per capita has fallen, the krona is plummeting and the only press we get internationally is our completely failed campaign to join NATO. We have eroded our proud tradition of free speech and democratic rights. And we don't even seem to feel like defending them. We cannot even muster the strength to celebrate 500 years as an independent nation.

So what shall we do? We need a narrative where we are actually proud of our five hundred years as an independent nation. Storytelling in modern marketing terms. Regardless of how it stands at the moment, there is a lot to tell. Few countries, if any, have as long a history of peace and democracy as Sweden. There is a lot to tell about our amazing rights, right of public access, free school, free speech, free elections and so on. All that which is part of the Sweden brand.

Do you want to learn more about how stories are created, build brands and creates loyal subjects? Get in touch with klas @ kip.se