Reinventing Memorial Day: Creating Inconvenience and Relevance

Memorial Day has become just another excuse for a long weekend. Steve McCallion is exploring a way to bring back its meaning to Americans.

As I discussed in my previous post, the significance of Memorial Day, like other national holidays, has been overrun with America's drive for convenience and consumption, and an opportunity to connect people to America's core promise has been lost. As with any global brand, this gap between the promise and experience of Brand America will make it...