Comments on: Is Military Re-Branding Possible? http://www.acorncreative.com/blog/2007/07/25/is-military-re-branding-possible/ Tue, 07 Sep 2010 00:52:56 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Ed Roach http://www.acorncreative.com/blog/2007/07/25/is-military-re-branding-possible/comment-page-1/#comment-39033 Ed Roach Fri, 04 Jan 2008 03:28:17 +0000 http://www.acorncreative.com/blog/2007/07/25/is-military-re-branding-possible/#comment-39033 Before the U.S. Military decides that they "will help you", let's hope that the recipients want that help. Imposing assistance based on our ideology has proven to be a grave error. When ever there is a major disaster in the world the U.S. is the first to the post to offer assistance and they don't get enough credit for this in my opinion. They've got to toot their own horn more. The world loves to rag on America for being the "World Police" when it is convenient. I think that the military can change their brand with actions reflecting assistance values rather than aggressive values. As a Canadian, our military are considered "Peace Makers" through out the world. Granted, it's as big as the New York Police Force, but it's brand is enviable. Imagine if the U.S.'s military brand was that of peace makers, it would be powerful. It has got to hurt, that when an American travels abroad, they can't wear their flag on their sleeve for fear of being a target. many American friends of mine actually wear a Canadian flag to get better treatment. Tell me that's not enviable branding. Before the U.S. Military decides that they “will help you”, let’s hope that the recipients want that help.
Imposing assistance based on our ideology has proven to be a grave error.

When ever there is a major disaster in the world the U.S. is the first to the post to offer assistance and they don’t get enough credit for this in my opinion. They’ve got to toot their own horn more. The world loves to rag on America for being the “World Police” when it is convenient. I think that the military can change their brand with actions reflecting assistance values rather than aggressive values.

As a Canadian, our military are considered “Peace Makers” through out the world. Granted, it’s as big as the New York Police Force, but it’s brand is enviable. Imagine if the U.S.’s military brand was that of peace makers, it would be powerful. It has got to hurt, that when an American travels abroad, they can’t wear their flag on their sleeve for fear of being a target. many American friends of mine actually wear a Canadian flag to get better treatment. Tell me that’s not enviable branding.

]]> By: Tom Greenwood http://www.acorncreative.com/blog/2007/07/25/is-military-re-branding-possible/comment-page-1/#comment-20608 Tom Greenwood Fri, 27 Jul 2007 07:08:10 +0000 http://www.acorncreative.com/blog/2007/07/25/is-military-re-branding-possible/#comment-20608 I agree with what you are saying. Brand USA has been badly tarnished by its military interventions and although some improvements could be achieved by the military taking more of a 'we will help you role', they will struggle to do so all the while they are fighting insurgents. Its a Catch 22. If the USA wants to improve its brand positioning in the middle east, then it needs to do something bold show that it has something positive to offer, which they will struggle to achieve while the military is their primary point of contact. Incremental improvements on their current tactics are unlikely to achieve the change of perceptions that they need. I agree with what you are saying. Brand USA has been badly tarnished by its military interventions and although some improvements could be achieved by the military taking more of a ‘we will help you role’, they will struggle to do so all the while they are fighting insurgents. Its a Catch 22. If the USA wants to improve its brand positioning in the middle east, then it needs to do something bold show that it has something positive to offer, which they will struggle to achieve while the military is their primary point of contact. Incremental improvements on their current tactics are unlikely to achieve the change of perceptions that they need.

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