Well guys, the Army’s slogan of “Army Strong” has officially been put on the chopping block. It had a solid run between 2006 and now, but it’s time to close that chapter and move on to the next slogan.
“One of the major responses we get when we survey folks who don’t have experience with military service is strength, so we know the ‘Army Strong’ resonates… but I don’t think it tells the story, the full story of being a soldier,” Sgt. Maj. of the Army Dan Dailey told defense reporters.
(DoD Photo by U.S. Army Sgt. James K. McCann)
The U.S. Army has had a mixed bag of slogans, from the out-freaking-standing, like “Be All You Can Be” and “I Want You,” to that awkward, blue falcon-inspired “Army of One.” Using those guidelines and past experiences, let’s focus in on what makes a good recruiting slogan. For all practical purposes, the slogan should be on par with a commercial product’s brand — after all, both try to entice the public and leave a lasting impression.
First thing to look for is how well it will stick in someone’s head. The idea of any slogan, for recruitment or otherwise, is to build brand recognition. The Navy ran an ill-fated “A Global Force for Good” slogan back in 2009. It sounds polite and it puts the Navy in a positive light, but it’s not turning any heads — it’s simply literal.
Just hearing that, even in context, doesn’t make any random person think, “Oh! I should join the Navy!” Their response to selling America’s Navy better in the eyes of younger potential sailors? Simply, “America’s Navy.” That lasted a whole two years before going to the objectively better “Forged by the Sea.” The Army needs a slogan that is uniquely Army.
(Meme via Dysfunctional Veterans)
Audiences have been quick to ask, “why not go back to ‘Be All You Can Be?'” The fact is, there’s no way of knowing whether young adults today will share the same connection with it as older Army vets once did. Put bluntly, the new slogan isn’t meant to reenlist retirees, but those who lived by the words should still be proud to say them. So, the goal is to make the slogan resonate with today’s young adults without making something embarrassing years down the line.
Brevity is also the key to a great slogan. The Army isn’t looking for some tired, furniture-salesman jingle. Something short, sweet, and to the point. “Army Strong” was good for this — keeping a two-to-four-word limit is a must. These slogans are easier for audiences to remember. After all, leaving a lasting, positive image of the Army is the goal. Many of the greatest ad campaigns in history have all been short and direct.
A great slogan subconsciously tells people of the benefits of their brand. In the Army’s case, it’s the benefit of being a soldier. At their cores, that’s why “Be All You Can Be” and “Army Strong” worked. They tell potential recruits that enlisting will improve their lives — and just as importantly, that they’re missing out on something if they don’t enlist.
Finally, the slogan should tell the truth of what it means to serve and should apply to all soldiers, from the beastly Special Forces operator to a regular training room clerk in the National Guard. Slogans like, “Be a Bad Mother F*cker” may grab eyeballs, but it isn’t exactly applicable.
Following all of these guidelines, the best slogan for convincing young adults who are thinking of enlisting is something along the lines of, “Become greater than yourself.” Simple, effective, true, and it’s a feeling that all soldiers feel when they serve — regardless of generation.
Only time will tell when the Army will adopt a new slogan. I wouldn’t be worried though. The bar is set at pretty low — just do better than “Army of One.”