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Just saw an advertisement for the Army and was looking through their old slogans. I remember going through 3 slogans during my time in the Army, "Be All You Can Be", "Army of One", and "Army Strong." I see they recently changed it to "Warriors Wanted" and then quickly changed it to "What's Your Warrior?"
I could have chosen which one was the best for the poll, but I just think most people would choose "Be All You Can Be." It has a nice ring to it, had a fancy song, was inspirational, and the message is inclusive. You didn't have to be a warrior, or fit into some model of what people thought was a soldier, you just had to be the best you that you could be and that left it open to interpretation.
I think they should have just kept it as "Be All You Can Be" and never changed it. So I just want to know what people think was/is the worst.
It's funny how much effort/work happens/goes on behind the scenes for all the branches as far as recruiting goes. Not talking about actual recruiters going out but the each Recruiting Command (regardless of the branch). Nevertheless, and I am partial, branches aside from the Marine Corps have had some failures in the past, as witnessed by these Army slogans. It's like they are trying to come up with different structures, mimic each other, etc. and oftentimes one branch adopts the recruiting structure of another (which is long forgotten because it didn't work), only to realize after a massive restructure that it does not work for them either.
Did they really have one with "This is the Army?" Seems pretty retarded.
"Army of one" is by far the dumbest one. I have no idea what was going through their head with that one.
"Be all you can be" should have been the permanent one.
Leo Burnett Agency showed the leadership marketing studies and surveys that supported their dumb phrase and the Army bought it. Soon thereafter, the Army got a new ad agency.......
I agree that "Be All That You Can Be" should have just stayed permanent. They could have kept changing the songs, jingles, and commercials around that. I was in when they went to "Army of One", which we all realized was completely the opposite of what all of our training had taught us. There were many jokes made about the "Army of One", like when someone messed up something, "we'll look at him trying to be an Army of One."
I vaguely remember seeing some "This is the Army" stuff around when I was a kid and I don't think it was that bad. You could have a commercial of some guy stealthily coming out from a swamp holding his rifle and then just flash "This is the Army" across the screen, like it's some hardcore organization.
I was in for a short time when they used "Army Strong" and I honestly thought that was not bad, just because you can envision strength in many ways. I think "warriors" is kind of ridiculous, mainly because half the army is paper pushers and clothing specialists. Another 30-40% are mechanics, fueling specialists, computer technicians, etc. When I think of "warriors" I think of combat...how many soldiers in the Army are seeing combat nowadays?
"Choice, not Chance" was to encourage people to enlist rather than be drafted. You had your choice of MOS when you went voluntarily. I guess there's some guilt factored into that as well back in the day. I think that might have worked during its time period.
"Modern Army Green" was to advertise the new Class A uniforms, which I would put as runner-up for horrible slogans. We got cool clothes, sign up today to go to Korea or Vietnam and possibly die in combat?
I vaguely remember seeing some "This is the Army" stuff around when I was a kid and I don't think it was that bad. You could have a commercial of some guy stealthily coming out from a swamp holding his rifle and then just flash "This is the Army" across the screen, like it's some hardcore organization.
I can't remember "This is the Army" it didn't stick. It was "Join the people who joined the Army" to "Be all that you can be" in my memory. Along with "we do more before 9 AM than most people do all day"
But something in the back of my mind is saying that during the movies Private Benjamin or Stripes it was "This Is the Army" campaign showing Army training clips playing in the recruiters office
I've always disliked Army of One. Makes no sense. Sort of goes against the premise of a military unit.
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, sign up today to go to Korea or Vietnam and possibly die in combat
?
