This article argues that, while state-enacted commemoration can give rise to a pre-determined narrative which aligns with political expediency, the active participation and ownership by citizens in the ritual act of commemoration facilitates an ‘experiential’ process of national identity formation, and a new model of nation branding. It takes inspiration from Kaufmann’s conceptualisation of complexity theory and the importance of ‘tipping points’ and thresholds, which events such as national commemorations represent, as key to our understanding of nations. Ireland’s unique method of citizen-led commemoration provided a channel through which ‘outsiders’, beyond the prominent elite and traditional gatekeepers, are empowered to influence, critique and embody a nation brand that is of their making. Based on interviews with key informants, from historians and brand strategists to community leaders and government officials, and a sample review of news reports, this cross-sectoral study examines the critical role of state-led, citizen-focused commemoration, as a catalyst for a new nation brand.