Only a few spots left to join us for AI Marketing Strategies

Join us Sept. 24 in NYC to connect with execs from Digitas, Claire's, Marriott, Havas and others

SECURE YOUR SEAT
Marketing

Brands want you to know they too are #BostonStrong

By Digiday  •  April 20, 2014  •

Brands are still finding their way in social media. At times, the rush to be relevant and “human” runs up against the boundaries of good taste especially when it comes to how marketers handle tragic occasions.

The latest case in point is the anniversary of the Boston Marathon bombing. Tomorrow, the Boston Marathon will happen again, in what is sure to be an emotional day, often commemorated in social media with the hashtag #BostonStrong. The Boston Marathon is also a huge commercial endeavor, generating an estimated $175 million in economic activity.

“Boston Strong” is a brand unto itself. A play on Livestrong and the “Army Strong” tagline, it sprung into existence following the terrorist attack at the marathon finish line a year ago. The Boston Globe noted the phrase “shows just how much we have learned from the advertising world in the creation of catch phrases that “stick,” even when they are inspired by utterly unexpected events.” Indeed, there are no fewer than eight trademark applications for everything from Boston Strong beer to Boston Strong coffee already in the works. The business of America continues to be business.

There’s an argument to be made that brands need to be more human, and expressing their own solidarity is a natural way. And then there’s the idea that some apparel company shouldn’t capitalize on a tragedy to sell socks. Justin Miller, a marketing and digital strategist, has an office a couple blocks from the finish line in Boston. He is firmly in the latter camp — and shared examples of what he feels are marketers stepping over the line with #BostonStrong.

There have been a pretty significant amount of companies that are tacking on #BostonStrong or Boston Strong to their brands, and although I don’t think it’s malicious, I think it’s inappropriate because they’re using a terrorist attack to position themselves and their brand with consumers. No Under Armour, you’re not Boston Strong, you’re an apparel company. If you ask me — a marketing person who has to think about things like this for his own company — the play isn’t connecting yourself with the tragedy but acknowledging it. Instead of being Boston Strong, you should be thinking of the victims on the anniversary of the tragedy and then go back to talking about how your innovative fabric can feel light while keeping your body temperature down. It’s phony and cheap.

Here’s a selection of marketers using #BostonStrong. Weigh in with your own thoughts on which hit the mark and which miss it.

 

 

 

 

 

 

Post by 5 Napkin Burger.

Post by KT TAPE.

Image via Shutterstock

Trending in
Most Read

More in Marketing

View More
The Sports Marketing Playbook

Should brands swerve, or steer as F1’s U.S. viewership slows?

September 17, 2026

Formula One is spending to re-engage fans for the seasons’ second half. With viewership figures under question, should brands seeking to share its growth story worry?

The Business of AI

Inside the complex anatomy of agency AI bills

September 17, 2026

From AI subscriptions to metered token usage, agencies are grappling with a more complicated cost structure and who pays.

Marketing on Platforms

Perplexity is betting big on creators

September 16, 2026

AI companies face a tricky sell: to convince creators to advocate for a technology that many fear could threaten livelihoods.

DIGIDAY+

Get access to tools and analysis to stay ahead of the trends transforming media and marketing

My Account

Visit your account page to make changes and renew.

logo
© 2026. All rights reserved