Are You Flying the Flag or Hiding Behind It?

I recently watched Dodge Ram’s new Fourth of July-adjacent commercial, “Never Stop Being American | Nothing Stops Ram,” and I’ll admit—on first watch, I got goosebumps.

It’s powerful. The music. The pacing. The poetic narration. The quintessentially Americana imagery. It’s peak brand storytelling. It sells ruggedness, resilience, identity, and nostalgia, all while riding the tidal wave of patriotism leading up to America’s 250th anniversary.

And yet…

I couldn’t shake a strange feeling in my gut. A slight unease. A whisper of “Is this just good marketing—or something more…?”

Because here’s the thing: while the ad is a tribute to “Americanness,” it feels distinctly one-note. Muscle cars. Monster trucks. Rock and blues. Denim. Leather. Tattoos. It’s a version of America that many don’t feel safe in. And maybe that’s the point?

But if that’s your America—Dodge Ram makes it clear: they see you, they ride for you, they want you. And for that? I say: hats off to their marketing team. It’s unapologetic. It knows its audience. It flies its flag proudly, even if others feel left behind.

So, what about you?

In the nonprofit arts world, we love to believe we’re above the fray. We tell ourselves we’re “neutral,” “inclusive,” “about the work.” But in the era of cancel culture, conscientious consumerism, and identity politics, well everything becomes political. Every logo, every color palette, every casting decision, every donor thank-you note says something.

Are you saying what you mean to say? Or are you speaking so broadly that you’ve ended up saying nothing at all?

Sean DallasKidd, in his Forbes article “Tastemaking: The Art of Marketing With Culture in Mind,” gets it right: taste is cultural. And culture is diverse, nuanced, and—yes—sometimes uncomfortable. Marketing rooted in authentic culture-building requires teams with a deep understanding of identity, community, and emotional nuance.

Dodge Ram made a choice. They know who they are—and they’re not trying to be all things to all people.

Can you say the same?

Because here’s what you need to ask yourself:

• Are you so focused on being “welcoming to all” that you’re not truly resonating with anyone?

• Do your brand photos look like your board… or your community?

• Are your campaigns rooted in lived experience or performative diversity?

• And when you do take a stand… do you stand ten toes down? Or tiptoe toward controversy, hoping no one notices?

There’s no right answer. But there is a cost to every choice—and every silence.

So here’s your challenge this week: Review your last 3 campaigns. Who were you really speaking to? And who might’ve felt left out?

Be bold. Be real. Be you—even if that means flying your flag, knowing not everyone will salute.

Let’s talk in the comments: What’s the line between authentic identity and alienation? Have you ever had to defend your brand’s choices?