In 2001, the United States began to wage the endless War in Afghanistan. In 2006, the U.S. Army retired the most enduring slogan it had ever used — “Be All that You Can Be” — and replaced it with “Army of One.” It didn’t take. So the marketing team went back to the drawing board and came back with a tagline so popular that it would be in active service for the next 12 years: “Army Strong.”
It was short, it was aspirational, and — unlike the two previous slogans — it shifted focus away from the soldier. “Army Strong” wasn’t about self-improvement or individual power, even if it subtly promised to confer those things on all who heeded the call. It was saying, in brute terms, that the Army is strength. That must have been a difficult message to internalize for the soldiers who were sent halfway across the world just to flex their country’s muscles.
It was short, it was aspirational, and — unlike the two previous slogans — it shifted focus away from the soldier. “Army Strong” wasn’t about self-improvement or individual power, even if it subtly promised to confer those things on all who heeded the call. It was saying, in brute terms, that the Army is strength. That must have been a difficult message to internalize for the soldiers who were sent halfway across the world just to flex their country’s muscles.
- 10/23/2019
- by David Ehrlich
- Indiewire
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