What do you think about the new Army Branding Strategy?

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 :)

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.

"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".

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

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.

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.

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.

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...

Be all you can be!

"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.