Army Strong is Army dumb

The US Army is going all out to drive the brand message throughout the organization. It’s new slogan Army Strong is even easier to read than its very recent predecessor An Army of One which replaced the possibly confusing Be All That You Can Be. This is in keeping with an overall effort to make the Army simpler and easier to use. Recently the Army announced it had made its 2006 recruitment numbers by lowering its entrance requirements (not sure how much lower they can go, at my physical all they required was a pulse and four limbs). In a further effort to make it easier for any vaguely sentient creature to join the ranks, the service has also instructed drill instructors to yell less and in general stop being so hard on the recruits — thereby allowing so that more of them pass basic training. The new Army campaign kicks in November under the command of McCann Worldwide. Maybe the agency should look into even further simplification: “Army!”

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