Patriotism as a Lifestyle (Brand)

As noted by historian Cecilia O’Leary (1999), there has long been an “ethically questionable but mutually beneficial alliance between commerce and patriotism” in the US (p. 16). This can be seen, for example, in advertisements promoting sales around “patriotic holidays” such as Memorial Day, Independence Day, and Veterans Day. Veterans have long played a role in this alliance by using their veteran status to promote themselves and their own companies, playing to the patriotic impulses of civilians. This article focuses on a more recent development in this alliance, that of “lifestyle brands” founded by US military veterans which target other veterans, their families, and people who claim to support veterans and the military. Like other lifestyle brands, these veteran-owned companies attempt to embody the attitudes and values of their founders and customers. Specifically, this article examines the products, packaging, advertising copy, and other relevant marketing materials of Grunt Style (apparel) and Black Rifle Coffee Company (coffee and related branding merchandise), both founded by US Army veterans. These veteran-owned companies use their founders’ veteran status as part of marketing and branding strategies that emphasize the companies’, and therefore their customers’, patriotism, and in doing so reveal how they understand contemporary American patriotism.