Posted on May 7, 2016
SSG Detailed Recruiter
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As a Recruiter I have had insight on the Army Branding, and marketing Team for USAREC. We are getting beat by the Marines when it comes to image. The patches make civilians ask what do you do in the Army, on the flip side when a civilian sees a Marine no questions needed to be asked, whats your thoughts
Posted in these groups: Combat patch logo Combat Patch (SSI-FWTS)
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SGT Philip Roncari
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Call me old school,(I guess you can been out since 1968) but my 4th Division patch was something I wore with pride back in the day,and if I spot one now on a service member it causes me to stand a little straighter a little prouder so I say stay with the patch I really don't care if civilians are impressed with Marines they have their traditions we have ours " steadfast and loyal"
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SGT Infantryman
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5 y
SSG Robert Webster - LTG Howze came up with the idea of Air Mobile and his Board studied and made recommendations for the development of the Air Mobile concept. 11th AAD was stood up from personnel from 2ID at Ft. Benning to develop the concept into a reality of principles and techniques. 11th AAD was never really a real, full Division, and in 1965, it and the 2ID Units still at Benning were re-flagged as 1st Cavalry Division (Airmobile) taking over the unit designations from 1st Cav, while 1st Cav in Korea simultaneously reflagged to 2ID unit designations under 8th Army.

BTW, 8th Army at that time, just happened to be commanded by THEN GEN Howze, his last command before retirement. So, the technically correct answer to your question as to when GEN Howze commanded 2ID would be 1965.

2ID had been at Benning since Jun 1958 reflagged from 10th Infantry instead of disbanding, as a Pentomic training division and it's subordinate units (5 Infantry Battle Groups) were 2-9 IN, 2-23 IN, 1-87 IN, 2-1 IN and the 1-11 IN. In March 62, after it split into 2ID and 11th AAD it was designated STRAC, and in 63 it was redesignated ROAD and it's remaining 3 Infantry battle groups were reorganized into Battalions.

Is that enough history for you?
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SGT Infantryman
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5 y
Capt Walter Miller -
It all just proves all the best Marines were US Army 2ID Soldiers. ;^)
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SPC Rick LaBonte
SPC Rick LaBonte
>1 y
I was 3rd Armored, and Desert Storm. I love my track & lightning “Spearhead” patch to this day!
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TSgt Ken Mock
TSgt Ken Mock
>1 y
I'm both Air Force and Army. I love it when I see someone from a unit I was in, 1960-1968/ 1980-1999
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WO1 Test And Evaluation Nco
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It seems like from a recruiting standpoint civilians asking questions about different patches and parts of uniform (i.e. tanker boots, or combat badges) would be a positive aspect. This not only gives a recruiter a great foot in the door, but also shows pride in their service. I believe this also gives a new recruit an early taste of army traditions and culture.
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SFC Combat Engineer
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>1 y
I would think civilians asking questions shows an interest. Interest opens the door for conversation, conversation leads to recruits. I don’t see how a unit patch would prevent someone from enlisting. It’s the art of sales for the recruiter to push the Army brand. Marines and Army are very distinctive branches with distinctive missions but share many similarities. It’s like comparing Dodge and Toyota. The art of sale is making what ever you are trying to sell appealing to the buyer (or in this case the recruit).

I use to work as a car salesman and the sales techniques used there are different than what I have seen recruiters use. I have used those techniques with civilians that was planning to join other branches and was able to steer them towards Army recruiters by selling the recruit what appealed vs a brand.
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SrA Michael Murley
SrA Michael Murley
>1 y
SSG (Join to see) sounds like changing the patches won’t matter then, if the patches aren’t the problem.
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Maj Kim Patterson
Maj Kim Patterson
>1 y
SSG (Join to see) I see no reason to change these patches that are rich with history
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SGT Randall Smith
SGT Randall Smith
3 y
Once or twice a year I go the the VA in Temple, Texas. When thought my wife and I will go out to Ft. Hood to the PX. If I happen to see a soldier with the 1st Sig. Patch I always ask him his unit and where he served. Often a big age difference but we still have some thing in common.
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SGT Michael Thorin
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Edited 8 y ago
I don't want to be "that guy", and perhaps I am being overly touchy on this subject, but here goes anyway.

The United States military as a whole is under assault. Military budget cuts with a sustained and increased optempo along with what appears to be constant assaults on the traditions of our military are decreasing morale on a daily basis. Our soldiers and leaders are punished for making split second decisions in life or death situations by politicians with nothing but time whose only tangible sacrifices for this Country, with the exception of a select few, have been having to occasionally stand for long periods of time to philibuster a bill they do not like.

Our Country's leadership seems to desire to seek alliances with historic enemies while simultaneously distancing us from our trusted allies.

Russia is constantly infringing into our airspace via Alaska, and doing it on a very routine basis, and our leaders have done more to promote racism internally (solely my opinion) and violence across the Middle East by destabilizing Arabic governments under the guise of ousting dictators, thereby encouraging violence.

Our troops are asked to go into combat, which is by nature a dirty, gritty and violent animal, by politicians who try to push highly restrictive ROE's and RUF's which only further endanger our troops.

Our Country has left our own high and dry in foreign lands because of "political concern" about a false narrative drummed up to cover the mistakes which were made by those who were entrusted with their lives.

Our Nations colors are being trampled on because some people feel that they have been wronged or who have been "offended" by our leaders, while we lose soldiers in combat fighting for that very flag, along with countless Veterans who commit suicide due to the experiences from defending the very concept that flag represents.

Strong leaders who have been proven in combat either voluntarily or forcibly leave the military, while being replaced by those who seemingly appear to agree with an administration which would rather have a "political consultant" than a military leader.

Our chances of full out winning a war decreases proportionally in regards to how much the politicians want to control said wars, which also places our troops in more danger than necessary.

We are training soldiers in BCT that, should they become too stressed, they need only inform the right people and things will "slack off" a bit. We're more interested in making sure a soldier is not too stressed in training, which only sets that soldier up for failure in combat.

I understand that your question was asked with the best intentions, but are we so concerned with image that we are looking past the content?

If our Army wants to try to bring our image up to that portrayed by the Marines, the patch is the last place we need to look.

How about we stop passing soldiers on their APFT and weight if they do not meet the standards? How about we start trying to make the majority of our force wear their uniforms like the marines, without buttons, Velcro and stitches ripping at the seems?

How about we let drill sergeants do their jobs without talks of stress cards and hurt feelings?

My last tour in Iraq, our ROE's and RUF's were so restrictive, some non-combat soldiers which we provided security for were actually told not to put a mag in their weapons because they were in 915's and they had us, the security escorts, to fight for them, and they did not want to take the chance of a negligent discharge. in the meantime, Marines were told by their chain that any actions done to preserve their lives would be defended by their chain without question. Maybe we should work on getting our chain to start standing up like theirs?

What makes the Marine's image better than ours in the eyes of the public has nothing to do with patches, yet everything to do with content. There is an esprit de cor in the Marines that is often times only seen in the combat arms MOS's of the Army.

The desire for others to seek out a Marine Recruiter instead of an Army, Navy, Air Force or Coast Guard recruiter is based on challenge. The Marines have a battle hardened and tested reputation of being the most difficult challenge of all to endure. That's right, my fellow soldiers, I said it. There were never any talks of stress cards and those who fail standards are actually permitted to fail standards, and forced to improve or make room for the next Marine.

SSG Winkler, I understand you are a recruiter and that is what is within your lane, and public image is a very important tool in recruiting. However, trying to make a less stressful and more inviting Army will only steer more of the type soldiers we need to actually restore our image away from us and towards the Marine Recruiters (just an opinion). I also know that some soldiers have been asked not to wear their combat patches because "new soldiers" felt as if they were being singled out by not having one. I dare say that 85% of US Army soldiers would agree with me, but stripping units of the heraldry and history of their patches to improve our image in the eyes of a civilian is not only demeaning, but will further decrease the morale inside the organization.

So the big question is this; are so interested in something as simple as removing a patch to bring in a few extra soldiers that we are willing to land yet another blow to the morale of those who have already sacrificed? When I joined the U.S. Army in 1990, I didn't join because of patches or branding, I joined because I saw an organization that was tough and hard, much as I thought the Marines were, and also saw an opportunity to gain skills with those tough requirements.

I understand that the U.S. Army does studies on branding, but all of my friends and I knew the different patches in the Army denoted certain units before we even got into high school. We also recognized that the U.S.M.C. had no such patches. Our desire to join the Army was not based upon research other than our own research conducted to find which branch was right for us.

When speaking of branding, recruiting and advertising, I am reminded of a mistake made by the Army some years back when failed marketing and branding led them to the motto "An Army Of One." An Army that had been about camaraderie and teamwork was given that jewel by individuals conducting this type research, and they found that it did not have the effect it sought after. Recruiters, drill sergeants, CO's, XO's, and many other acronyms called and complained, as well as potential soldiers who sought teamwork immediately went to other recruiters because of a simple campaign mistake.

They tried to correct it by inserting the tagline, "Composed of Several", but it was too late, the damage was done. Eventually, after millions of dollars funneled into the research and marketing of the new slogan, it was dropped, and the only thing which remained was the logo associated with it.

It's just an opinion, and may be completely off base, but it's just my feeling.

Stay safe brother,

SCOUTS OUT
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A1C Accounting and Finance Specialist
A1C (Join to see)
>1 y
RIGHT ON! WELL SAID and NEEDED to be said. Thanks for being that guy!
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Cpl Christian Troy
Cpl Christian Troy
>1 y
From A Marine to a Solder, excellent!
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PO2 Keith Reese
PO2 Keith Reese
>1 y
RM2 Keith Reese Excellent comment. The Navy has been losing it's traditions for almost 40 years...beards, dungarees, tattoos...we have individual command patches. I'm hoping we aren't next on that front.
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SPC Daniel Ebker
SPC Daniel Ebker
>1 y
Hooah! Scouts out... Blackhawk!
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