What’s in a Name?

Most of my family and friends plan to celebrate the Fourth of July tomorrow. But some will celebrate “the Fourth” and other will celebrate Independence Day. This holiday is unique in that it is always celebrated on the fixed date of July 4, unlike most other holidays, which have been scheduled to fall on a Monday. Not all holidays were designated to be on a Monday, but Congress slowly modified them to fall on a Monday. This year the Fourth at least falls on a Friday, giving Americans their beloved three day weekend.

The researcher in me got to thinking about the name of this holiday, and how it had morphed from Independence Day to the Fourth of July. I don’t know the history behind this. I just hope it wasn’t some scheme like the invention of Valentines Day or Mothers Day by a greeting card company. I’m pretty sure there wasn’t much marketing research being done in the colonies in 1776 - door-to-door interviewing would have been a challenge. And given that we declared our independence on that day, the name Independence Day seems fitting. I don’t think it would have justified a full blown marketing research effort to come up with the name. But where has the brand manager been for this holiday? How did he/she let the name of this brand change? Did the brand adopt with the times or fall victim?

Think about it. If the popular name for this holiday had remained Independence Day, Congress would have probably passed the needed legislation to guarantee it would always fall on a Monday. We would never have to deal with a holiday falling on a Wednesday again. Or do you like holidays in the middle of the week?