U.S. military urged to revise tarnished "brand"

[Eugene]

Source: Reuters

U.S. military urged to revise tarnished "brand"
Tue Jul 17, 2007 6:10PM EDT

By Jim Wolf

WASHINGTON (Reuters) - Like the maker of an out-of-favor
car or sneaker, the U.S. military needs a new "branding"
campaign to earn civilian support in Iraq, Afghanistan and
other hot spots, a report for the Pentagon said on Tuesday.

"We will help you" could be the pitch, said the 211-page
survey by RAND Corp., a nonprofit research group that
carries out many studies for the Defense Department.

It said the U.S. military "brand" had been tarnished by,
among other things, images of Abu Ghraib prison; the U.S.
military detention facility at Guantanamo Bay, Cuba; and
post-invasion gaps in getting Iraqi civilians electricity
and clean water.

U.S. forces should heed product "positioning" and branding
lessons from such consumer-savvy powerhouses as Lexus,
Ritz-Carlton hotels and Nike, said the report.

The study was ordered by the U.S. Joint Forces Command,
which helps steer military modernization.

-snip-

Read more: http://www.reuters.com/article/politicsNews/idUSN1723310620070717

[stressfulreality]

1. don't forget a campaign to earn civilian support in the USA n/t

[AndyA]

2. Calling McMann and Tate...Darrin Stephens' office...we need to conjure

up a new advertising campaign for the military that George Bush broke...can we have martinis over lunch tomorrow? :rofl:

[Tempest]

3. If they were really serious about improving their "brand"

They'll stop killing innocent civilians and imprisoning them for no good reason.

[YankmeCrankme]

10. From your mouth to God's ear NT

[jimshoes]

4. When all is said and done

all you end up with is the same turd only polished.

[RUMMYisFROSTED]

5. Sane, thoughtful policies and voila, problem solved.

Morons.

[rocktivity]

6. We will help you (die before your time?)

It said the U.S. military "brand" had been tarnished by, among other things, images of Abu Ghraib prison; the U.S. military detention facility at Guantanamo Bay, Cuba; and post-invasion gaps in getting Iraqi civilians electricity and clean water.

It wasn't the "images" of Abu Ghraib and Guantanamo Bay, it was the REALITY of them. But as usual, they think it's just a matter of "perception management."

The report's research is based on interviews with current and former practitioners from military public affairs, civil affairs, information operations and psychological operations, as well as with 25 marketing professionals in business and academia.

And...wait for it!...ZERO civilians!

:headbang:
rocknation

[ixion]

7. all the perfume in the world couldn't pretty up that pig

it stinks, and rebranding isn't going to change that. :grr:

[IndianaGreen]

8. How about offering rebates to villages we intend to bomb?

How much money we paid Rand for this crap?

The first step in redeeming ourselves begins with replacing Bush as Commander-in-Chief.

The second step in redeeming ourselves, and restoring our honour, is that putting in shackles Bush, Cheney, and all other neocons responsible for this war, and sending them to The Hague to face trial for war crimes and crimes against humanity.

[ProudDad]

9. Don't forget the theft of Hawai'i from the Hawai'ians...

And the massacre of the Philippine people...

And Wounded Knee...


The U.S. Military has had a "tarnished" reputation from the very beginning...

No amount of lipstick will pretty up that pig...

[XemaSab]

11. National Socialists urged to revise tarnished "brand"

:P

[Javaman]

12. So now they shift their message to help people with their college...

rather than appealing to basic patriotism. Nice to see that morons* efforts to take over middle east oil has resulted in the humiliation of our armed forces.

heck of a job their bushie*.

"We will help you", should read, "will you help us?" Plead much?