Timelines, opinions and analysis filled our inboxes, social media channels, radios, televisions and electronic media devices last weekend. Memorializing one of the darkest days in our nation’s history created memories of lost innocence and human resilience on the 25th Anniversary of the 9/11 terrorist attacks. It reminded us why holidays, remembrances, anniversaries and celebrations create a connection with our audiences, patrons and clients. There’s a difference between (1) participating so you can be in-the-moment, and (2) participating so you can build community through meaning-driven content. Both are useful, but the latter leads to opportunities to grow beyond the moment.
Many of us woke up Friday and remembered in detail what we were doing the moment we learned about the attacks on September 11, 2001. That’s not unique. We grew up hearing grandparents and parents speak colorfully about what they were doing on Pearl Harbor Day in 1941. Or where they were when they heard about the assassinations of JFK, MLK and RFK in the ’60s.
Why the 25th Anniversary of 9/11 Felt Different
Last week’s quarter-century remembrance was different than stories of 20th-century moments being told around the dinner table. We didn’t just relive the 9/11 tragedy through the video we’ve seen replayed every year for the last 25 years. We read social media posts from our friends and colleagues who shared their memories of the moment they heard about American Airlines Flight 11 crashing into the North Tower at 8:46 a.m.
There were plenty of memes and images posted by brands and individuals who simply wanted the world to know they acknowledged the anniversary of 9/11. But the stories retold by average citizens are what got our attention. And it was noticed by the younger generations, too. A student in my Branding and Storytelling course was the inspiration for this blog. Based on the 9/11 content he saw over the weekend, he said, “People seemed to come together on this anniversary and set aside division for a moment.”
Do we move beyond the obvious to create empathy and emotion in our storytelling? Depending on the occasion, like 9/11, Memorial Day or Christmas, the emotion and empathy are built in. Acknowledgment may be our only goal for holidays, remembrances and celebrations. But if we want to create content and connections, we should think about moving from calendar-created content to meaning-driven content.
Find The Story Inside Every Cultural Moment
It starts with finding the story. We could make this section pedestrian and create an acronym or a Top 3 list…all starting with the same letter… to inspire action. However, let’s look at the remainder of the 2026 calendar for idea-starters to share with your team.
Understand Why The Strategy Comes Before The Reaction
The 25th Anniversary of 9/11 reminded us of a time when we came together as a nation to mourn, heal and rebuild. We did this before the introduction of the smartphone and social media. Give your team the branding, marketing and purpose of your vision. Then use smartphones, apps, social media and, dare I say it, AI, to create opportunities to enhance the storyline of our most powerful marketing tool: human interaction.
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