Oh dear, the US Army "needs rebranding"
This sounds like a terrible idea doesn't it.
[..."Like an out-of-favour car or trainer, the US military needs a new 'branding' campaign to earn support in Iraq and Afghanistan, a report for the Pentagon says."
The US military "brand" had been tarnished by images of the Abu Ghraib prison in Iraq and Guantanamo Bay in Cuba, and should heed product "positioning" lessons from Lexus, Ritz-Carlton hotels and Nike, says the study, titled Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theatres of Operation...]
According to Keith Reinhard, chairman of the advertising agency DDB Worldwide, a new slogan could be "we will help you".
Advertising agency, rebranding, US army. On the face of it, do we think this will work?
Well, at least they've realized how unpopular they are. That's a start at least.
Posted by: James Brown | July 19, 2007 at 12:42 PM