What do you think about the new Army Branding Strategy?

2015-05-02T20:48:54-04:00

"Our job is to market the Army [to the public]," Mark Davis, deputy assistant secretary of the Army for marketing and the director of the Army Marketing and Research Group, said in a Wednesday interview. " 'Army Strong' just didn't resonate with them. You'd either get an 'eh' sort of response, or you'd get an, 'Of course you're strong. You're supposed to be. You're in the Army. …'

What do you think?

http://www.armytimes.com/story/military/2015/04/30/army-strong-advertising-recruiting/26586513/

Service ditches 'Army Strong' for new branding strategy

So long, "Army Strong": Service's new ad campaign comes without a tagline.

Response by CW5 Private RallyPoint Member made May 2 at 2015 9:00 PM

2015-05-02T21:00:56-04:00

I voted Find something and stick with it. And I submit that there was nothing wrong with "Be all you can be." It's timeless. Bring it back!

Response by TSgt Joshua Copeland made May 2 at 2015 9:12 PM

2015-05-02T21:12:26-04:00

Aim High
Cross in to the blue
No one comes close

AF can't judge.

Response by MAJ Ken Landgren made May 2 at 2015 9:22 PM

2015-05-02T21:22:38-04:00

Army deploys and remains resilient while we figure out a good COIN doctrine.

Response by SPC Jeff Paulsen made May 2 at 2015 9:24 PM

2015-05-02T21:24:34-04:00

Sad to say but it would sound like...we were Army Strong, but our Commander in Chief, prefers to Bow to the emeny.

Response by GySgt Wayne A. Ekblad made May 2 at 2015 10:05 PM

2015-05-02T22:05:16-04:00

"What does Army Strong even mean" got my vote. My next vote would have been for an explanation of what "an Army of one" was supposed to have meant.

Response by Capt Richard I P. made May 2 at 2015 10:10 PM

2015-05-02T22:10:53-04:00

Tough breaks Army. Sorry to be smug but this is yet another one we got right.
The few, the proud, the Marines.

Response by CPO Greg Frazho made May 2 at 2015 11:09 PM

2015-05-02T23:09:18-04:00

They should never have gotten away from 'Be All You Can Be.' I always thought those commercials resonated when I was a kid. The Navy's back then was, 'It's Not Just A Job; It's An Adventure.'

The worst was 'I Am An Army of One'. Never saw the value-added of that slogan.

Response by SFC Jeff Gurchinoff made May 2 at 2015 11:25 PM

2015-05-02T23:25:35-04:00

You guys need a catchphrase....

"Army, cause... what the hell else were you planning to do."

Response by SGM Mikel Dawson made May 3 at 2015 12:44 AM

2015-05-03T00:44:48-04:00

"Be all you can be" was good and still, as far as I'm concerned the best one ever.

Response by SSgt Private RallyPoint Member made May 3 at 2015 1:22 AM

2015-05-03T01:22:49-04:00

Was this Mark Davis former military and if he was not, to hell with him.

Response by SFC Mark Merino made May 3 at 2015 1:31 AM

2015-05-03T01:31:14-04:00

Be All That You Can Be. Bring it back and admit you screwed up changing it in the first place. The only other option is to ask the Marines to do it for us, but we might not like what they come up with for us. The Army needs to save the brazillions on reinventing the wheel every few years and stick with the
classics. Aww yeah!

http://www.dailymotion.com/video/xvaxsi_what-can-the-us-army-do-for-you_fun

What can the US Army do for YOU? - Video Dailymotion

Watch the video «What can the US Army do for YOU?» uploaded by Sergeant Extreme on Dailymotion.

Response by CPT Private RallyPoint Member made May 3 at 2015 1:46 AM

2015-05-03T01:46:29-04:00

"Be all that you can be" is what made me want to be a Soldier when I was a kid. I still think it's a great slogan.

Response by LTC Private RallyPoint Member made May 3 at 2015 2:29 AM

2015-05-03T02:29:25-04:00

You want something that resonated with people...Be all you can be. It is a great tag line just like the Marine Corps has used forever...The few, the proud, the Marines.

Just don't let whomever came up with the new campaign for USMA do this one. I am not a West Point alum, but seriously who thought Army West Point was a good idea?

Response by PO1 John Miller made May 3 at 2015 3:32 AM

2015-05-03T03:32:38-04:00

It's a damn shame that a lot of young people can only communicate on social media with "hash tags."

Whatever happened to the good old days when recruiting slogans were simple and memorable? Your Army had "Be all that you can be" and my beloved Navy had "It's not just a job. It's an adventure."

At least the Marines and "The few, the proud" and even the Air Force's "Aim high" hasn't changed (unless I missed a memo, ha ha)!

Response by COL Private RallyPoint Member made May 3 at 2015 4:22 AM

2015-05-03T04:22:36-04:00

Be all you can be!

Response by SGT Rick Ash made May 3 at 2015 4:37 AM

2015-05-03T04:37:38-04:00

Anyone in Marketing can tell you that a campaign must last for a while. 6 months won't do it. Keep "Army Strong" for at least 2 years and be active in marketing on television, magazines and newspapers. The more times the slogan is seen the more effective the campaign becomes.

Response by SFC Stephen King made May 3 at 2015 6:36 AM

2015-05-03T06:36:33-04:00

I submit we all military adopt a William Shakespeare inspired quote. Given the fact that only 7% of today's American's have served or are serving today. Although historians debate it still rings true

We few, we happy few, we band of brothers & sisters ; For they to-day that sheds their blood with me
Shall be my brother and sister...

Response by Cpl Jeff N. made May 3 at 2015 7:40 AM

2015-05-03T07:40:54-04:00

The problem the Army has with their slogans/tag lines is that they are not a challenge to anyone and they can be too focused on what you (the individual) can do/get etc. "Be all you can be", "An Army of one" and "Army Strong". The Army talks about job skills and benefits in their commercials far more than service to the nation or the history and legacy of the Army. They don't issue a gritty challenge or really emphasize their warrior elements, perhaps too offensive to Army leadership these days.

The Marines with "Maybe you can be one of us" and "The Few, The Proud" issue challenges with little promise. The Marines marketing is so complete, almost everyone in the country knows the Marines are harder, elite, and deadly serious.

The ads also determine the mindset of the people that come to join. There is a lot of talk on this site about the standards of recruits these days. Look at your ads, who and why you ask them to join is a larger determinant in what you end up getting.

I voted find something, but make it a challenge, and stick with it.

Response by SFC Private RallyPoint Member made May 3 at 2015 9:59 AM

2015-05-03T09:59:52-04:00

I'm all for change but if things aren't broken, don't fix it. Unfortunately, that's what the Army does a lot. I loved Be all you can be. I made fun of Army Strong. I used to say there's stupid, and then there's Army stupid. I loved the epic music though. That commercial played during my basic graduation back in 08 and my sister even said the video looked cool and she wanted to join lol.

Response by PO1 John Miller made May 3 at 2015 11:47 AM

2015-05-03T11:47:07-04:00

I'm surprised no one has compared your topic to the Navy's last slogan (which I guess is going to be changed): "America's Navy. A global force for good."

I guess the "global force for good" part is going to change, but the "America's Navy" part is remaining.

First off, it's not "America's Navy", it's the United States Navy!

The issue I took with "global force for good" is simply this. The Navy, like all other military branches, is not in the business of doing good. It's in the business of kicking ass and winning wars.

Response by CW5 Jim Steddum made May 3 at 2015 7:58 PM

2015-05-03T19:58:58-04:00

#defyexpectations

http://www.goarmy.com/home/defy-expectations.html

Response by CW5 Sam R. Baker made May 3 at 2015 8:07 PM

2015-05-03T20:07:39-04:00

I still think "Be all that you can be" and we do more before 8 am than most folks do all day. The Marines have always garnered the way to recruit and brand itself, but the Army works hard at trying to gain acceptance from everyone, the Marines know their target and go for it. The Army has had an issue finding its identity for the entire 28 years I have known and served in it, from uniform changes, to recruiting logos and strategies. I do like the new uniform pattern, it looks more Army than the digits we have been wearing, not to mention less noticeable when flying under blue/green lights in cockpits.

Response by SFC Private RallyPoint Member made May 4 at 2015 10:02 PM

2015-05-04T22:02:29-04:00

Be all you can be should have never been changed. It was effective and I think it resonated with civilians and Soldiers alike.

Response by SFC Private RallyPoint Member made May 4 at 2015 10:09 PM

2015-05-04T22:09:12-04:00

"The few the proud the marines". Never changes just find something and stick with it who cares what civilians think. Let's market the soldier not a slang. This is not a TV series this is a tradition, our way of life. And I'll be happy when we stop playing around with it as if it's days of our lives. Oh wait that doesn't change either. This is kinda like when your mother puts you in some outfit that you hate and your friends at school would just make fun of you because you just look silly while your mom doesn't care because she chose it. I'm just tired of it all PICK one for the ages and let it stick. how about "Army our way of life".

Response by GySgt Private RallyPoint Member made May 4 at 2015 11:09 PM

2015-05-04T23:09:35-04:00

As a Marine, I find this discussion and issue hilarious. It seems that those overpaid people in recruiting cannot think of another way to show off the many strengths the Army has. I was embarrassed for my brothers in the Army when I saw the commercial with the surveyor or engineer soldier running around the Middle East. And let us not forget the one with the drill sergeant and the illustrator or whatever MOS that was. They need to focus and remember why this nation has an Army, to kill. When I joined the Marine Corps, I did not enlist for the money or for the GI Bill. If I had I would have joined another service because, at that time, the other services got more money for college. I joined because I truly wanted to serve and I wanted to be challenged. If you looked at all the other service's slogans, you probably know why I joined the Marine Corps. The Army needs to stop trying to reinvent itself every couple years to stay current. I don't know what slogan to use but I can tell you what should be advertised. Advertise that the training is hard, pay isn't great, conditions will suck, but that you will have your fellow soldiers standing right next to you during it all.

As far as a slogan, quit trying to be PC and come up with something that has a warrior ethos in it. I suggest going to current soldiers and ask them to come up with a slogan and submit it. After all, they are currently serving and it is their Army as well. Let them have some say in the direction the Army goes. Once they come up with a good slogan, I hope the Army finds something a bit more important to spend the time and money on.

Response by SSgt Dan Montague made May 5 at 2015 10:26 AM

2015-05-05T10:26:36-04:00

Army Strong wasn't bad. I hated Army of one. I do have to agree, the slogan has changed a lot over the last 15-20 years. It's time to find something and stick with it. The Army vets are tired of all the bumper stickers they have to display now :)