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New Army campaign slogan.
It seems that just yesterday we were just shown the Army strong campaign and now we are transitioning to the I became a Soldier slogan.
What's really interesting is that since in first enlisted under the "Be all that you can be" we have seen "Army of One" and "Army strong" in a 16 year spand.
What are we really testing to accomplish here? I was a recruiter when we transition to Army Strong, now here we are about to so- call re-invented ourselves. The Marines have the same slogan for years "The Few, the proud, the Marines" why can't we just find something strong and meaningful instead of just going with a facade.
I also read their talking points for the new campaign and ist full of plagiarism. President Ronald Regan once said that "Some people spend an entire lifetime wondering if they made a difference in the world. But, the Marines don't have that problem." Well part of our new campaign is precisely about this statement the commercial ask the viewer whenever you get old and someone ask you what did you do you can reply I became a Soldier. That is a mashup from Gen. Patton speech at the beginning of his movie and Regans quote.
According to the new campaign talking points the target audience we want for our ranks don't know much about the Army what we do or who we are but who's fault that is? If you ask me most individuals will join our ranks because word of mouth, previous encounters with a service memeber and most importantly because of the recruiter.
Note: Video added by RP Staff
It seems that just yesterday we were just shown the Army strong campaign and now we are transitioning to the I became a Soldier slogan.
What's really interesting is that since in first enlisted under the "Be all that you can be" we have seen "Army of One" and "Army strong" in a 16 year spand.
What are we really testing to accomplish here? I was a recruiter when we transition to Army Strong, now here we are about to so- call re-invented ourselves. The Marines have the same slogan for years "The Few, the proud, the Marines" why can't we just find something strong and meaningful instead of just going with a facade.
I also read their talking points for the new campaign and ist full of plagiarism. President Ronald Regan once said that "Some people spend an entire lifetime wondering if they made a difference in the world. But, the Marines don't have that problem." Well part of our new campaign is precisely about this statement the commercial ask the viewer whenever you get old and someone ask you what did you do you can reply I became a Soldier. That is a mashup from Gen. Patton speech at the beginning of his movie and Regans quote.
According to the new campaign talking points the target audience we want for our ranks don't know much about the Army what we do or who we are but who's fault that is? If you ask me most individuals will join our ranks because word of mouth, previous encounters with a service memeber and most importantly because of the recruiter.
Note: Video added by RP Staff
Posted in these groups: 
Marketing
Marketing
Posted >1 y ago
Responses: 24
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I'd go back to "Be All That You Can Be", put all the berets in a pile and torch them, and quit reinventing the wheel.
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SGT Richard H.
Funny how "Be all you can be" was such a successful recruiting campaign at the same time as being a sardonic punch line among actual soldiers. Remember that?
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SGT (Join to see)
MSG Tom Earley, notice how the commercial showed soldiers in action, troops driving tanks, and jumping out of planes. That's what we need to get back to. It shows us our true purpose. Our purpose to kick ass and destroy America's enemies in the name of freedom. How that got changed to the politically correct wussy Army commercials we have now is beyond me.
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Even though I'm a firm believer in there comes a time when one needs to take a step back, regroup, reassess and then move out to accomplish the mission.....the higher echelon of the Army refuses to do so and always seems to keep pushing forward instead of stepping back, evaluate before moving on...In other words, Bring back "Be All You Can Be". the most successful and known Slogan the Army ever had.
Then, do like the USMC....Keep it! One would think that establishing an or "The Army Motto" should be a long and lasting TRADITION....instead of marketing ploy and tool to be redo every few years.
With the Army budget getting smaller each year....why do we spend millions of dollars on this every time one of the 4 Stars feels it's time to change or are we on a 10 year marketing re-cycle program.
Was glad to see Army of One go away and even gladder to see Army Strong do the same.
Then, do like the USMC....Keep it! One would think that establishing an or "The Army Motto" should be a long and lasting TRADITION....instead of marketing ploy and tool to be redo every few years.
With the Army budget getting smaller each year....why do we spend millions of dollars on this every time one of the 4 Stars feels it's time to change or are we on a 10 year marketing re-cycle program.
Was glad to see Army of One go away and even gladder to see Army Strong do the same.
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SGM (Join to see)
Agree with the concept of tradition, vs. marketing contracts. I never liked Be All You Can Be in the Army, although it was a catchy tune. I would challenge my soldiers by asking them if they were all they could be....they'd say HOooAH and I'd say great, then what will you be tomorrow? What will you be when you leave the Army!
While perhaps we do need catchy slogans and tunes, the basis of Citizen Soldier, Proud Patriots is rock solid...for those who believe in their country . Without a draft, few people know much about the military these days . Not a good thing, so some type of universal service is sorely needed before anyone is considered a citizen.
While perhaps we do need catchy slogans and tunes, the basis of Citizen Soldier, Proud Patriots is rock solid...for those who believe in their country . Without a draft, few people know much about the military these days . Not a good thing, so some type of universal service is sorely needed before anyone is considered a citizen.
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LTC Scott O'Neil
The Army has seemed to loose its ties to history and traditions. It is time to go back to basics. A moto does not make an Army it is commercialism. There are many great motos out there that stick in my mind: Be all you can be, the few the proud the marines, all for one and one for all and the list goes on forever. I am a man of action and in my life I have lived by the saying "Actions Speak Louder than words". Therefore Show the people The Army Boot Camp, Barracks, Training, Combat ,Battle Buddy's, life of a soldier, it is not glamorous and it is not always exciting but your there to protect a way of life, the rights and liberties of others and the bonds you make while serving last a lifetime.
The United States Army (USA) is the largest branch of the Armed Forces of the United States that performs land-based military operations; and is one of the seven Uniformed services of the United States. As the largest and senior branch of the U.S. military, the modern U.S. Army has its roots in the Continental Army, which was formed (14 June 1775) to fight the American Revolutionary War (1775–83)—before the U.S. was established as a country.[5] After the Revolutionary War, the Congress of the Confederation created the United States Army on 3 June 1784, to replace the disbanded Continental Army.[6][7] The United States Army considers itself descended from the Continental Army, and dates its institutional inception from the origin of that armed force in 1775.[5]
As a uniformed military service, the Army is part of the Department of the Army, which is one of the three military departments of the Department of Defense. The U.S. Army is headed by a civilian officer, the Secretary of the Army, and by a chief military officer, the Chief of Staff of the Army. The ranking officer of the U.S. Army is the Chairman of the Joint Chiefs of Staff. In the fiscal year 2011, the Regular Army (USA) reported a strength of 546,057 soldiers; the Army National Guard (ARNG) reported 358,078 soldiers, and the United States Army Reserve (USAR) reported 201,166 soldiers; the combined-component strength of the U.S. Army was 1,105,301 soldiers.[3] As a branch of the armed forces, the mission of the U.S. Army is "to fight and win our Nation's wars, by providing prompt, sustained, land dominance, across the full range of military operations and the spectrum of conflict, in support of combatant commanders."
The United States Army (USA) is the largest branch of the Armed Forces of the United States that performs land-based military operations; and is one of the seven Uniformed services of the United States. As the largest and senior branch of the U.S. military, the modern U.S. Army has its roots in the Continental Army, which was formed (14 June 1775) to fight the American Revolutionary War (1775–83)—before the U.S. was established as a country.[5] After the Revolutionary War, the Congress of the Confederation created the United States Army on 3 June 1784, to replace the disbanded Continental Army.[6][7] The United States Army considers itself descended from the Continental Army, and dates its institutional inception from the origin of that armed force in 1775.[5]
As a uniformed military service, the Army is part of the Department of the Army, which is one of the three military departments of the Department of Defense. The U.S. Army is headed by a civilian officer, the Secretary of the Army, and by a chief military officer, the Chief of Staff of the Army. The ranking officer of the U.S. Army is the Chairman of the Joint Chiefs of Staff. In the fiscal year 2011, the Regular Army (USA) reported a strength of 546,057 soldiers; the Army National Guard (ARNG) reported 358,078 soldiers, and the United States Army Reserve (USAR) reported 201,166 soldiers; the combined-component strength of the U.S. Army was 1,105,301 soldiers.[3] As a branch of the armed forces, the mission of the U.S. Army is "to fight and win our Nation's wars, by providing prompt, sustained, land dominance, across the full range of military operations and the spectrum of conflict, in support of combatant commanders."
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1SG (Join to see)
If the Army is going pay to "market the Army", then base that marketing on the history, achievement, and traditions of the Army. It's already been proven the millions that have been spent on the "catchy concepts and tunes" do not last and someone decides we need to come up with something new with each new generation. Totally wrong approach.
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SGT Anthony Rossi
Totaly agree 1SG McPerson!!!! When I was a Kid I wanted to join the Army that won WW2 my grandfathers generation. With all these changes it seems that the Army keeps stripping away those things that made you proud to call yourself a soldier. "THIS WILL DEFEND!"
Give me that drill SGT that gets in your face and make "Be all that you can Be!!"
Give me that drill SGT that gets in your face and make "Be all that you can Be!!"
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Someone needed an OER bullet, just like all the other BS changes we went through!! After two PT uniform changes, four uniform changes, and on dress uniform change, it is time to go!! Too many changes too often that is affecting everyone!!
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SGT (Join to see)
Sergeant First Class Randy Smith, I couldn't agree more. It's as if the Army is going through some identity crisis. When I grew up the Army had no problem showcasing it's identity. I was not only inspired by the slogan "Be All You Can Be", but the commercials of combat Rangers patrolling around woods all cammo'd up in their BDU's and face paint. Commercials of rolling tanks and flying helicopters. That's what got me to join.... and I was only 10 when this came out. Sadly by the time I was able to join the Army was transitioning to the ACU's, and had already changed over to Army of One. I hated that. It took everything I dreamed of about the Army and just smashed it to pieces. Since then we have gone through so many regulation, uniform, vehicle, and weapon changes it's like whats the point of even being called an Army? Where sensitivity, SHARP, equality, and suicide prevention training is more important than training for our intended purpose. I sure hope we are restored to that image of fighting men, and women out to destroy America's enemies, and not some institution for basement dwelling closet hipsters just looking for free college money. I hope our new slogan encompasses what the Army's mission really is, and not as a marketing tactic for one type or two types of people.
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