The Fourth of July family celebration conjures up images of outdoor enjoyment, sweat on the brow, kids splashing in the water, and scoops of ice cream that refresh the soul. Unfortunately, July 4, 2015, marks the first Independence Day celebration without Blue Bell ice cream, since 1907.

As the heat index rises on the remaining summer months, so does the pressure on a brand that Americans in 23 states have loved and consumed with a loyalty equal to their love for flying the U.S. flag. The Blue Bell brand had built a persona as powerful as Old Glory herself. Now, the ice cream’s glory is fading with each lingering day, as we turn our taste buds to alternatives we never considered comparable.

General Motors was the keynote jokester during April Fool’s week, 2014. You could practically hear the laughter from Wall Street, Main Street, and the halls of Congress, as the automobile manufacturer teetered over multiple stumbling blocks, leaving it bloodied and less valued by investors, automobile owners, and policy makers.

Walmart is making strides to lead the way of future hope and prosperity in America. It’s a giant PR step forward in the effort to lure lost customers back to its fold while attracting newer loyalists. It’s positioning efforts now indicate a connection with millennial pocketbooks, which could influence a favorable swing for future sales and a favorable uptick for its image on Wall Street.

The titan of retail, whose iconic brand has weathered more storms than Lady Liberty, is now embracing its employees with pay increases that will grow to $10 an hour by early 2016. The demonstration of compassion and fairness is an appealing attribute to millennials. On the surface, it appears to be mission driven.

Volvo is a brand we refer to regularly when we help clients develop their respective brand position. The automobile manufacturer continues to command the front seat in people’s mind when it comes to safety. Safety is the promise of the Volvo brand. However, today safety does not shackle the brand to the attributes of square, stodgy, or boring.