October 15, 2006 - Shortly after the Air Force switched their slogan last month from “Cross Into the Blue” to “Do Something Amazing,” the U.S. Army is replacing the relatively new slogan “An Army of One.” The Army had to reevaluate the effectiveness of its $200 million per year advertising contract after missing its recruiting goals in 2005. The result is a new slogan with high expectations and deep meaning.
The new slogan "Army Strong" was developed by McCann Worldgroup (www.mccann.com). The five-year contract with McCann Worldgroup is valued at $1 billion with the first two years guaranteed at $200 million annually.
The slogan "Army Strong" expresses physical and emotional strength, the very qualities the Army recruiters have on the long list of benefits for joining the Army. The slogan also has a deeper meaning. Parents, teachers, and other influential people in a young adult’s life will be more likely to view the Army as an outlet to strengthen one’s character. Beyond personal strength the new slogan will exude the strength of the Army, its capabilities, firepower, accomplishments, and fortitude.
Although the Army has been exceeding their recruiting goals for 2006, recruiting during war time is difficult. To meet challenging times, the Army has offered bigger financial incentives, increased the number of recruiters, and used the Internet more to reach their target audience. The Army has also accepted more applicants with lower-tier scores on aptitude tests.
The newly launched slogan has already created a buzz in the blogging world. For the most part, bloggers are glad to see the old motto (An Army of One) leave as fast as it came. Other bloggers want the slogan "Be All You Can Be" to make a comeback.
Only time will tell how the public will react to this slogan, but all initial signs show this to be a strong move forward for the Army.
Pretty much straightforward. I like it as I like the previous slogans
10/16/06 14:35:41
Abbott, Josh wrote:
I like it but I don't think it will get very many recruits. Most americans will chicken out, because they will be afraid of being to weak.
10/16/06 18:39:10
C/CPL Railey wrote:
I kinda like the new slogan. "An army of one" expresses how every soldier works toward a common goal. "Army strong" is ok, but too bland.
10/16/06 19:28:43
HUSE wrote:
I like the new slogan.''Army strong''.good.
10/16/06 21:19:06
Lisa wrote:
Heck, I still like the old, old one of "Be all that you can be. Find your future in the army". But Army Strong is short and to the point, I guess.
10/17/06 17:27:10
Shanna wrote:
I like the slogan "An Army of One" the best out of all of them.
10/17/06 20:17:00
Destany wrote:
i rkn the slogan, "Army Strong", is as straight forward and honest as any slogan for the army could be.. however, it is to simple.. "An Army of One" was better in my opinion.
10/18/06 22:40:46
Travis wrote:
"BE ALL YOU CAN BE" not be a loaner (An Army Of One) or be strong like an organization (Army Strong).Be everything you want and have the potential to be. BE ALL YOU CAN BE.
10/20/06 13:35:32
ngwashi tantoh ferdinand wrote:
well sir i am writen you from cameroon,it is bout a year now that i have been findnid dificul to join the american army internation,i no that cameroon is not a bad places for us to join,
buth if you have an oppotinity for us do noe haisited to tell uu.
thank you
and get back
10/21/06 03:07:14
ngwashi tantoh ferdinand wrote:
well sir i am writen you from cameroon,it is bout a year now that i have been findnid dificul to join the american army internation,i no that cameroon is not a bad places for us to join,
buth if you have an oppotinity for us do noe haisited to tell uu.
thank you
and get back
10/21/06 03:08:07
elzoro wrote:
This Slogan reprecent the Army
ARMY STRONG I like and it`s time to chance the slogan An Army of One
10/31/06 17:07:56
Deb wrote:
I think the army slogan: "Be all that you can be" should just come back. I still remember the song. Also was I the only one thrown off by how much the army paid for their new slogan. Hell, pay me 100 bucks bring back the old slogan!
11/01/06 15:01:00
cadet 2LT tony carrillo, ARMY JrROTC wrote:
have you even seen the commercial, com'on, if i could wake up to that, my day would go a hell of a lot better. ARMY STRONG HOOAH!!!!
11/05/06 23:00:23
Henry wrote:
I like the slogan, but i think An Army of One is better. You almost make the army sound unpleasent to new recruits. Army strong might make people think they are too weak or not good enough to serve our country and that is wrong
01/23/07 15:40:10
SSG Riley Nelson wrote:
I like it so much better, I've been combat arms my entire career and I think this slogan represents exactly what we want out of ourselves and our recruits. An Army of One has always sent the wrong message. But I will always miss "Be All That You Can Be".
03/15/07 16:23:53
SFC D wrote:
SFC D,
I LIKE ARMY STRONG, BECAUSE IT BRINGS HOME THE OVERALL TEAM CONCEPT, IN ORDER TO HAVE A STRONG ARMY YOU HAVE TO HAVE A STRONG TEAM!
03/27/07 10:19:55
Brian wrote:
I like the slogan "Theres Strong then theres Army Strong" because it tells how people are strong but nothing is stronger then the U.S. Army.
05/07/07 15:23:45
LTC Jeff White wrote:
Duty Honor Country
05/10/07 14:55:16
gregory oliveri wrote:
dear brian,
It is true and I am saing all this to the soldiers and that it is true that you go from strong to army strong. I will pray all day so god can help you soldiers so you can help us with the war.
From your American,
Gregory Phillip Oliveri
05/26/07 08:20:36
kobdnxawwg wrote:
Hello! Good Site! Thanks you! gojefmnrul
10/13/07 05:03:52
Jerry D. wrote:
Army Strong is OK but how do you fit army values into two (2) little words, Loyalty, Duty, Respect, Self-Service, Honor, Integrity and Personal Courage. I would have simply been content with the old logo "Go Army" Perhaps, Go Army, sounded to cheer leaderish but it was working. The new Logo "Army Strong" needs more finish. The arrangement looks and sounds awkward. Army strong, what? In english law this construction is best avoided.
11/12/07 01:43:28
LIZ D wrote:
how about
BE ALL YOU CAN BE
02/26/08 00:35:22
2LTENCO wrote:
In BCT we had a saying that would be perfect. Triple A-O (AAAO). Meaning: Anything, Anytime, Anywhere, Bar nothing/none.
Subscribe to Army.com Field Report RSS
