To observe D-Day anniversary, brand managers lean toward reverence

Commemorating the Normandy invasion, pivotal in altering the course of World War II, organizations and politicians alike turned to stories, photos and sober salutes to its heroes.

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D-Day’s 75th anniversary has presented a challenge to PR pros, marketers and others in the business of managing organizations’ reputations.

How would they commemorate a world-shaking historical event, particularly if your connection is tenuous?

Is it wise to for a sports fan site to promote a “D-Day Sale – 10% Off Promo Code: D Day – Remembering Those Great Americans That Saved The World & Al’s Burger Shack BB Combo!”?

Does a tweet of African-American soldiers “before D-Day”—though well-meant—fit the brand of an organization called Boca Bacchanal, devoted to “a weekend of #wine, food & luxury”?

Or is a reverent silence the best policy, given the powerful connections that others have to tragic, history-altering events of the great Allied invasion of northern France?

As world leaders gathered in Normandy to remember the day, both military and historical organizations found multiple storytelling possibilities.

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