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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?
Posted in these groups: 
Marketing
Marketing
Posted >1 y ago
Responses: 14
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Taking a cue from "The Lego Movie"
"Army Awesome - Everything is cool when you're part of this team"
"Army Awesome - Everything is cool when you're part of this team"
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MAJ Robert (Bob) Petrarca
Actually MSgt Allan Folsom in the NG, we used to waste more time before 7Am then most people wasted in a day
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CPT (Join to see)
I can't believe that an ad agency tried to hit the 17-24 year old market with that slogan. How would that be a selling point?
MAJ Robert (Bob) Petrarca , sir, and that's the distinction between the TXARNG and everyone else. By 0545 the WARNO goes out, at 0615 we huddle to review the orders, and by 0645 we would have completed the first Starbucks run of the day.
MAJ Robert (Bob) Petrarca , sir, and that's the distinction between the TXARNG and everyone else. By 0545 the WARNO goes out, at 0615 we huddle to review the orders, and by 0645 we would have completed the first Starbucks run of the day.
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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.
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LTC (Join to see)
I've talked to many young people that want to join the service; those that choose the Marines do seem less ambivalent about choice of branch than those considering others. I think most people that want to join the Marines don't do it from being swayed by ads. There legacy and history sells itself. However, I think the Army has a proud history too and I think the image of the Army is the best its been since World War II. Again being larger, I do agree we have to reach out further.
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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.
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SFC (Join to see)
Funny you mention that. One thing he noticed was that a Soldier usually does not first identify with the Army. They first identify with a unit or MOS. whereas, he mentioned, a Marine first says, "I'm a Marine."
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MAJ Robert (Bob) Petrarca
Unless you get hit by a board, SGM - OSB, QRB, MSB...
"And the army keeps rolling along..."
"And the army keeps rolling along..."
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U.S. Marines Commercial (1989)
Television commercial for the U.S. Marines, featuring a fictional knighting. (1989)
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!
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How about returning to the best slogan in the past 30 or 40 years? Possibly ever!
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SGM (Join to see)
CW5 Montgomery..Sir, it's a catchy tune to be sure. And it is motivating. I loved it. However, by the time I was more seasoned and senior, it seemed that too many people were indeed being all they could be, and it wasn't much. Used to give a talk to Sad Sacks about meeting the minimum standard vs exceeding it--that's being all that you can be. I'd rather have the best private in my squad than the worst sergeant any day. Even if you accept that you will never be a general, there is another brass ring you can reach. Our command team walked around with our "morale check" question of the day" "Are you being all you can be, soldier?" to the tune of many HOOAHS. Then we asked: "Then what are you going to do next? Because being all that you can be doesn't mean you park your butt where you are, you keep driving on to better every day. And what about life after the Army? What are you doing to prepare for that? We'd get them signed up at the education center, like a doc appointment, every week go take a test, enroll in a course, put something on your record and in your head that will improve your value to the Army...and to yourself.
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CW5 (Join to see)
Good post, SGM (Join to see). Absolutely! Keep being all you can be, and then be a little (or a lot) more. Regarding civilian education ... I'm a big advocate as well. We are of one mind on this topic.
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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.
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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.
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SSG (Join to see)
Well said brother, i recently seperated from the Corps and got into the Army Guard and using my experience, I try to get some of these soldiers to understand Army history and creating a sense of pride some of these guys dont have(the weekend a month mentality). I would say the Rangers and Airborne troops are the most effective when it comes to organizational pride though.
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COL Randall Cudworth
Cpl (Join to see), you actually nailed exactly what the Army leadership said to the senior leaders last year. We focus too much on the promotion of the individual unit and need to have more emphasis on the Service instead.
I don't recall anything official coming out, but the 'top down' emphasis is making its way throughout the Army culture and has impacted on everything from unit logos on structures to templates for briefings.
I don't recall anything official coming out, but the 'top down' emphasis is making its way throughout the Army culture and has impacted on everything from unit logos on structures to templates for briefings.
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Cpl (Join to see)
COL Randall Cudworth I think that with as much personnel as the Army has, and with such very strong unit history and pride, significant effort needs to dominate in pre-basic, through basic, and at unit level training. You will probably not win over the iron hides, but the new flesh is malleable.
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Cpl (Join to see)
SSG Jason Payor Excellent retort, and I do understand about the wife. And then again, she understands about the Marines.
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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.
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.
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