Posted on 10/15/2006 7:27:17 AM PDT by raybbr
Shortly after the Air Force switched their slogan last month from “Cross Into the Blue” to “Do Something Amazing,” the Army is replacing the relatively new slogan “An Army of One.” The Army had to reevaluate the effectiveness of its $200 million per year advertising contract after missing its recruiting goals in 2005. The result is a new slogan with high expectations and deep meaning.
The new slogan “Army Strong” was developed by McCann Worldgroup. The five-year contract with McCann Worldgroup is valued at $1 billion with the first two years guaranteed at $200 million annually.
The slogan “Army Strong” expresses physical and emotional strength; the very qualities the Army recruiters have on the long list of benefits for joining the Army. The slogan also has a deeper meaning. Parents, teachers, and other influential people in a young adult’s life will be more likely to view the Army as an outlet to strengthen one’s character. Beyond personal strength the new slogan will exude the strength of the Army, its capabilities, firepower, accomplishments, and fortitude.
Although the Army has been exceeding their recruiting goals for 2006, recruiting during wartime is difficult. To meet challenging times, the Army has offered bigger financial incentives, increased the number of recruiters, and used the Internet more to reach their target audience. The Army has also accepted more applicants with lower-tier scores on aptitude tests.
The newly launched slogan has already created a buzz in the blogging world. For the most part, bloggers are glad to see the old motto (An Army of One) leave as fast as it came. Other bloggers want the slogan “Be All You Can Be” to make a comeback.
Only time will tell how the public will react to this slogan, but all initial signs show this to be a strong move forward for the Army.
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SGT Michael Volkin is the author of the book: The Ultimate Basic Training Guidebook: Tips, Tricks and Tactics for Surviving Boot Camp, available at www.UltimateBasicTraining.com.
I was a Corpsman, too. My years with the Marines were by far the best of my career. I loved my Marines. I identified with them much more than being a sailor. In fact, I went Marine regs my 2nd and 3rd times with them. When I retired, I didn't keep any of my Navy uniforms, but I proudly held onto my Marine uniforms.
As long as I have my hair short, HQMC says I can continue to wear them to appropriate events ... and I do. Glad the Army changed their slogan; this one makes sense.
I loved the "Be all you can be" would love to see it make a come back.
the "Army of One" is the STUPIDEST slogan I have ever heard and stunned that any military would choose to go with that one.
One person can make a difference but ONE can't go it alone.
I can live with Army Strong but WOULD rather BE ALL YOU CAN BE!!!!
Screaming Eagles bump.
Back in the 1970s, I remember a billboard right off of Fort Meade. It showed a soldier in Class A's standing in front of the Eiffel Tower, with the caption "Join the People Who Have Joined the Army."
Tell him to enjoy his "Rendezvous with Destiny!" He should watch "Band of Brothers" again...he will get a greater understanding and appreciation for the unit citations he will be allowed to wear while assigned to the 101st...I know I did.
Better yet, remember the t-shirts they used to sell at the PX: "Join the Army, travel to exotic countries, meet interesting people. Then kill them." or one of my all time favorites: "Nuke 'em 'til they glow, then shoot them in the dark"
My brother served in the 101st during the Reagan years.
oops, sorry. posted to the wrong individual....my bad.
No problem we have the DVD of Band of Brothers. Very well done. My uncle who served during WW2 saw that segment on the Battle of the Bulge and he said it was like being there again.
I first heard that at a base near Williamsburg, VA, the week after Chernobyl became part of our vocabulary.
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