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For soldiers and civilians in the Army Enterprise Marketing Office, 2023 may feel a bit like 1983. That’s because they are about to launch the service’s classic slogan “be all you can be” in March at a time when a historic under-recruitment raises the risk.
That goes for Maj. Gen. Alex Fink, the Army Reserve officer who leads the Chicago-based office. He told Stars & Stripes (which first reported the reboot) that the Army “isn’t going back to ‘all it can’ because of nostalgia or the old days or because they think retro is trendy and cool. We’re redeploying the Army and really reinventing it to inspire the next generation of soldiers.”
The nostalgia is there, whether the Army wants to tell it or not. advertising age The slogan was rated the 18th best of the “Top 100 Campaigns of the 20th Century,” according to an article by the Army Historical Foundation.
In August, Fink told Army Times that work on reworking the Army’s marketing brand began before the COVID-19 pandemic.
Some of the Office’s smaller campaigns were criticized by conservative commentators, but General argued that they provided a data base to inform the “doing the best they can” pivot. According to Stars & Stripes, the slogan far outperformed other ideas explored by test subjects.
“There’s no root, no real iterations in starting from scratch and just saying, ‘Let’s rebrand the Army,'” he told Army Times. “We now have those iterations.” And I think we are in a really good place and I think now is the right time.”
Military Times Staff Reporter Jonathan Lehrfeld contributed reporting for this article..
Davis Winkie is a senior reporter for the Army, specializing in accountability reports, personnel matters, and military justice. He joined the Military Times in his 2020. Davis studied history at Vanderbilt University and his UNC He Chapel He Hill, where he wrote his master’s thesis on how the Cold War-era Pentagon influenced Hollywood’s World War II films.
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