Is there a new Army slogan coming soon?

SFC Private RallyPoint Member — Sun, 11 May 2014 11:07:26 -0400

So I had a nice discussion with a civilian at a bar. He happened to be working for the Army in the marketing department. So the topic of discussion was Army slogans. He said it's coming but he never hinted to what it was. We did speak about it's direction. He tipped his hat to the Marines for always getting it right. Keeping true to themselves. The Army, not so much. Army has changed time and again to please the outsiders. So forget the slogan. What should the new slogan be about? What should it do for the Army?

Response by SGM Matthew Quick made May 11 at 2014 11:12 AM

SGM Matthew Quick — Sun, 11 May 2014 11:12:49 -0400

It'll probably change from 'beating of the drums' (Army Strong) to a more Soldier for life mentality...Army Service starts at enlistment and never ends.

Response by CSM Michael J. Uhlig made May 11 at 2014 11:21 AM

CSM Michael J. Uhlig — Sun, 11 May 2014 11:21:44 -0400

Deeds not Words

Response by CMSgt James Nolan made May 11 at 2014 2:56 PM

CMSgt James Nolan — Sun, 11 May 2014 14:56:43 -0400

In my own opinion, SSG, you are correct, the Marines always have gotten that right. Marines do identify with the Corps, and with their MOS, but Corps first, and that continues for life. (Semper Fi)
The AF has made several changes, with none being truly successful. I sometimes feel that In some troops cases, the phrase "It's not just an adventure, it's a job" would be appropriate when considering "slogans".

That is all!

Response by MSG Tim Waychoff made May 12 at 2014 11:49 AM

MSG Tim Waychoff — Mon, 12 May 2014 11:49:10 -0400

I've got some odd feelings about this topic.

First, I don't think that the Army has changed time and again, outside of the abysmal use of "Army of One" and quite frankly, I agree that it should have been changed as soon as they came up with it.

I'm a bit surprised at the change, as Army Strong is (in my opinion) a great campaign.

If they are indeed going to change, I'd love to see them go back to "Be all that you can be." I think that one was a good one and I think it would/could still apply well today, but I agree fully that they need to find something that resonates with people and makes them want to be a part of the Army first and foremost.

The Marine Corps handles their recruiting/advertising very well. Typically you could meet junior high students who would tell you that they were going to be Marines. The Army - by SOP won't even talk to a kid that is not at least a Sophomore (unless the rules have changed) so the USMC has usually beaten them to the punch by years.

Response by MSG Wade Huffman made May 12 at 2014 2:50 PM

MSG Wade Huffman — Mon, 12 May 2014 14:50:15 -0400

I've participated in similar discussions in the past about the Marine Corps and their advertising vs. the rest of the services and the consensus has always been that the Marines have, for the most part, a 'niche' market. Those who want to be Marines, always have and always will. The rest of the branches have struggled with 'marketing' themselves. For better, or worse, this still seems to be true.
I still remember the Army with "Join the people who joined the Army", "Be All You Can Be" (which, by the way, was one of the longest running marketing campaigns in US history), "Army of One (which I always hated; but the Spanish version "I Am the Army" resonated a bit better), and Army Strong. It will be interesting to see the next direction they take.

Response by MSG Brad Sand made May 12 at 2014 5:25 PM

MSG Brad Sand — Mon, 12 May 2014 17:25:30 -0400

The problem for marketing for the Army is that the Army needs to tap into so many more groups, and sub-groups of our culture than any other service to fill its ranks. Part of the reason the Corps can direct its slogan into a smaller target market is because they do not need near the numbers the other servies need.

Response by MAJ Robert (Bob) Petrarca made Jul 30 at 2014 1:07 PM

MAJ Robert (Bob) Petrarca — Wed, 30 Jul 2014 13:07:48 -0400

Taking a cue from "The Lego Movie"

"Army Awesome - Everything is cool when you're part of this team"

Response by COL Vincent Stoneking made Jul 30 at 2014 3:53 PM

COL Vincent Stoneking — Wed, 30 Jul 2014 15:53:47 -0400

"Wait?! I signed what?!!"

Response by Cpl Private RallyPoint Member made Jul 30 at 2014 4:25 PM

Cpl Private RallyPoint Member — Wed, 30 Jul 2014 16:25:54 -0400

With respect to the differentials that size convey, would other services benefit from being unit based to organization based. As has been said Marines are Marines, tankers, grunts, wing, etc. If the army switched emphasis from pride in unit to pride in the army, spent more time emphasizing its history to itself and marketing to the public that the Army is special, would you have greater success. I know that a topic similar to this has been posted but perhaps the reason that junior high kids are identifying with the Marines is because the whole organization is viewed as special not just a unit within the organization. As well, the more the Army reinforces its traditions to itself the more fervent the devotion of its members to itself, the more marketing can be done by the individual. Think of it this way, if you have ever met a Marine you know that because there is an EGA on everything they own. Their house, their car, their luggage, their clothes, anything we have access to will get an EGA. Why do we do that, extreme pride in the title which is reinforced from day one. This guarantees exposure to everyone. If the Army instilled that same pride of ownership in being a soldier in the Army, instead of say the pride of being Calvary, you would then have a huge marketing tool as soldiers would plaster everything they own with the Army logo. I know many Army active duty have an Army star, but what percentage of Army vets do the same? I know you all have pride in being in the Army, I am not saying you do not, it is just not the same fanatical pride Marines have. Food for thought.

Response by PFC Zanie Young made Jul 30 at 2014 7:35 PM

PFC Zanie Young — Wed, 30 Jul 2014 19:35:55 -0400

How about using a slogan that goes like "Defending our country since 1775" or something similar? Being a part of that history actually sounds appealing... I have custom rugs with that slogan.

Response by PO1 Private RallyPoint Member made Jul 30 at 2014 9:03 PM

PO1 Private RallyPoint Member — Wed, 30 Jul 2014 21:03:32 -0400

I think Army slogan could use some soul:

Response by MSG Brad Sand made Jul 31 at 2014 10:56 AM

MSG Brad Sand — Thu, 31 Jul 2014 10:56:00 -0400

"Veni, vidi, vici!" And then actually do it

Response by CW5 Private RallyPoint Member made Oct 5 at 2014 5:28 PM

CW5 Private RallyPoint Member — Sun, 05 Oct 2014 17:28:33 -0400

How about returning to the best slogan in the past 30 or 40 years? Possibly ever!

Response by SGT Richard H. made Oct 5 at 2014 7:20 PM

SGT Richard H. — Sun, 05 Oct 2014 19:20:11 -0400

I think "A few good men" is the hands-down all time winner slogan. Tell me (if you're a Marine) that commercials like this one don't make you sit a little straighter in your seat!

U.S. Marines Commercial (1989)

Television commercial for the U.S. Marines, featuring a fictional knighting. (1989)