Army brand group draft 4 apr11
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Transcript of Army brand group draft 4 apr11
US ARMY ENTERPRISE BRAND STRATEGY
IMCOM/FMWRC CONFERENCE
SAN ANTONIO, TEXAS
12, APRIL 2011
James Ortiz
Robert Strahler
Army Brand Group
Office of The ASA:
Manpower & Reserve Affairs
1
OBJECTIVE
Strengthen the US Army Enterprise Brand through the development of a mutually beneficial and synergistic relationship with the FORSCOM and IMCOM marketing communities.
2
Agenda
• Introduction: ASA Manpower & Reserve Affairs– James Ortiz
– Robert Strahler
• The Power of Branding
• Building the US Army Enterprise Brand
• “Army Strong” • Brand Architecture
• Brand health Assessment
• The Way Ahead
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4
US ARMY ENTERPRISE BRAND MANAGEMENT
•We all have a role in sustaining the all volunteer force.
•A strong Army Brand enables us to achieve this
collective objective at a reduced cost and benefits us all.
•We all need to be Army Brand managers and brand advocates.
•The Army Brand Group serves as the Army Brand managers at the enterprise level, standing ready, willing and able to assist.
5
Everything & Everybody Communicates!
Direct relationship between a strong Army brand (equity) and our ability to sustain the all volunteer force.
All Enterprise marketing actions & communications affect the Army brand (equity).
.
6
US ARMY ENTERPRISE BRAND MANAGEMENT
US ARMY BRAND ENTERPRISE MANAGEMENT
VISION
Army is better connected with America-the value of being a Soldier or Army civilian is understood and the importance of Army families is recognized, the Army is seen as an organization American’s support, recommend and want to become a part of (consider joining).
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I could succeed there
Trained by real leadersNever accept defeat
Will never leave fallen comrade
Qualities for success in life
Builds personal strength
Will never quit
Military tasksdrills
Honor, loyalty, courage
Strongest in the worldWell-respected
Technology Training
Better job once I get out
Offers interesting work
Builds real leaders
Send me to exciting places
Ordinary
Requires the most discipline
Go where the real action is
Requires courage bravery
Feared as a fighting force
Most dangerous jobs
Good for women
Has very high standards
Low skill
For an average person
For the average person
Elite
Requires teamwork
Always places mission first
Requires being mentally tough
Requires being physically tough
I'd become a real expert in my field Best represents the US military
Last resort
Offers the most job specialties
Likely to end up in combat
Treats women fairly
Treats minorities fairly
Widest choice
of rolesPeace-keeping role
Feels like a 'place' for me
Occupational opportunities
Educational opportunities
Air Force
Marines
ArmyNavy
I could succeed there
Trained by real leadersNever accept defeat
Will never leave fallen comrade
Qualities for success in life
Builds personal strength
Will never quit
Military tasksdrills
Honor, loyalty, courage
Strongest in the worldWell-respected
Technology Training
Better job once I get out
Offers interesting work
Builds real leaders
Send me to exciting places
Ordinary
Requires the most discipline
Go where the real action is
Requires courage bravery
Feared as a fighting force
Most dangerous jobs
Good for women
Has very high standards
Low skill
For an average person
For the average person
Elite
Requires teamwork
Always places mission first
Requires being mentally tough
Requires being physically tough
I'd become a real expert in my field Best represents the US military
Last resort
Offers the most job specialties
Likely to end up in combat
Treats women fairly
Treats minorities fairly
Widest choice
of rolesPeace-keeping role
Feels like a 'place' for me
Occupational opportunities
Educational opportunities
Air Force
Marines
ArmyNavy
Physical (Combat likely, Dangerous)
Ordinary, For Average Person
For better
educated and good
for women
Elite and high standards
Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all
PERCEPTUAL MAP AMONG 16-24 YEAR OLDS
PERCEPTUAL MAPS—2008 FULL MAP AMONG 16-24 YEAR-OLDS
Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all
For better educated and
good for women
Ordinary, For Average Person
Physical (Combat likely, Dangerous)
Elite and high standards
I could succeed there
Trained by real leadersNever accept defeat
Will never leave fallen comrade
Qualities for success in life
Builds person
al strengt
h
Will never quit
Military tasksdrills
Honor, loyalty, courage
Strongest in the world Well-
respected
Technology Training
Better job once I get out
Offers interesting work
Builds real leaders
Send me to exciting places
Ordinary
Requires the most discipline
Go where the real action is
Requires
courage
bravery
Feared as a fighting force
Most dangerous jobs
Good for women
Has very high standards
Low skill
For an average person
For the average person
Elite
Requires teamwork
Always places mission first
Requires being mentally tough
Requires being physically tough
I'd become a real expert in my field Best represents the US military
Last resort
Offers the most job specialties
Likely to end up in combat
Treats women fairly
Treats minorities fairly
Widest choice
of rolesPeace-keeping role
Feels like a 'place' for me
Occupational opportunities
Educational opportunities
Air Force
Marines
ArmyNavy
0
20
40
60
80
1st Choice For ServiceBase: Total
Rolling 12 weekly data Weighted General Market Prospects
(c) Millward Brown Inc.PRO9833 PRO202
J A S O N D2009
J F M A M J J A S O N D2010
J F M A M J J A S O N D
Air Force
Marines
NavyArmy
US Army as a First Choice Preference
A/B/C/D/E = Statistically significant at the 95% confidence level Base size: N = Approx 750 per quarterQ.17: And now thinking about the four major services, that is the (read list), if you were to join the military, which service would be your first choice?
Past YearQ1'09 Q1'10 Q3'10 Q4'10 Q1'11
A B C D E% % % % %
Army 18 17 20 22 B 21Air Force 35 34 35 35 33Marines 23 26 24 22 23Navy 20 20 17 19 19
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BRANDING 101
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US ARMY BRAND MANAGEMENT
A Brand is –
MUCH more than the physical representations of logo’s & taglines.
What the organization stands for in the minds of its
constituents
–A promise of the organization’s mission, consistent in every word, image
and interaction
–A unifier of staff, constituents and stakeholders
–A connector between the organization and the people it serves
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US ARMY BRAND MANAGEMENT
What a Brand is NOT
– Not a LOGO• “A logo is a concise and effective graphic gesture designed to
symbolize and communicate the essence of a brand.”*
– Not a TAGLINE: • Taglines help us position our product/organization the way we
want in the minds of our customers. Taglines reflect The positioning and brand personality, the core values and the brand message of the organization
– Not a slick marketing tool
* Ken Boost
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US ARMY BRAND MANAGEMENT
What a Brand is NOT
– Not a LOGO• “A logo is a concise and effective graphic gesture designed to
symbolize and communicate the essence of a brand.”*
– Not a TAGLINE: • Taglines help us position our product/organization the way we
want in the minds of our customers. Taglines reflect The positioning and brand personality, the core values and the brand message of the organization
– Not a slick marketing tool
* Ken Boost
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LOGOS /TAGLINES/SLOGANS
15
Be All You can Be
An Army of One
Army Strong
The Few …The Proud
It’s Not A Job…It’s An Adventure
We’re Looking For a Few Good Men
Semper Fidelis
Above All
Into The Blue
A Global Force For Good
TAGLINES• “I’m Lovin It” ‘ “You Can Do it.. We Can Help • “Reach Out & Touch Someone” “Betcha Can’t Eat just One” • “We Bring Good Things to Life” “Good To The Last Drop”• “Quality is Job One” “I’ve Fallen & I Can’t get Up” • The Ultimate Driving Machine” “It Does A Body Good” • “Let You Fingers Do the Walking” “When it Rains ..It Pours” • “Have it Your Way” “ Just Do It” • “Taste great..Less Filling” “You’ve Got Questions..We’ve Got Answers” • “Where’s The Beef” “ Made from The Best Stuff on Earth”• “Takes A Lickin & Keeps on Tickin” “ Obey Your Thirst” • “What happens Here ..Stays Here” “Eat Fresh” • “You’ve Come A Long Way Baby” “ I’d Rather Fight than Switch” • “We Bring Good Things to Life” “ The Mind is A Terrible Thing to waste” • “I Can’t Believe I Ate The Whole thing” “ The Breakfast of Champions” • “ Think Different” “ We Try Harder” • “Something Special In The Air” “ It’s Everywhere You want to Be” • “Better Living Thru Chemistry” “Think Outside The Bun” • “Leave the Driving To Us” “Solutions for a Small Planet”
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US ARMY BRAND MANAGEMENT
A Strong brand:•Strengthens operations by :
•Guiding programming and strategic decisions according to mission• Unifying staff around what makes the organization special•Targeting key audiences to make the most of constrained resources ( ROI)
•Builds loyalty by:•Creating an emotional bridge between the Brand and stakeholders•Increasing your credibility through a consistent message and experience
•Increases value by:•Defining what you do best•Clarifying what makes you different than your completion•Communicating the benefits you will provide to all members of your audience
•Builds Brand Equity
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BRAND EQUITY: THE VALUE OF A BRAND
Brand Equity: Is the sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable
Brand Equity is based on the extent to which the brand has: – high brand loyalty,– name awareness, – perceived quality– strong product (organizational) associations
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Source: Millward Brown Optimor’s BrandZ Top100 Most Valuable Global Brands, 2010 report
US ARMY POSITIONING STATEMENT
A positioning statement:
Describes the “mental space” a brand should occupy in the minds of a target audience. It serves as an internal document which guides most of an organization’s marketing communication strategies, programs and tactics…
Requirements: •Unique •Ownable•Credible •Valued
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Being a Soldier strengthens you today and for the future , because the Army develops your potential through relevant challenging training, shared values and personal experience(s). Soldiers consistently take pride in making a difference for themselves, their families and the Nation
21
US Army’s Strategic Positioning Statement:
• Rooted in the ‘strength based positioning” – Physical– Mental – Emotional
•Must be relevant and meaningful to diverse target audiences to have value.
•Not an Afterthought or Add-on
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US ARMY TAGLINE: “ARMY STRONG”
PINNACLE
24
25
INSERT ARMY STRONG VISUAL W/ CORRECT LOGO TREATMENT AND TAGLINE
PREFERABLY NON-RECRUTING
How does it relate or not to the FMWRC audience(s) ?
•Soldiers ( past & present)
•Families/Prospects
• Influencers • Parents• Business leaders• Politicians• Business community • Educators
26
“ARMY STRONG”
MOVING TOWARD AN ENTERPRISE BRAND
27
BLUF
An enterprise brand and enterprise brand strategy allows for the creation of a single, universal brand positioning (message) that will clearly and succinctly identify what the Army stands for while allowing tailored and strategically linked messaging to address specific audience and component requirements.
The creation of an enterprise brand begins with a valid Brand Architecture and continues with the development/refinement of the Brand Positioning, Value Propositions, Messaging Platform and finally a Go-to-Market Enterprise Brand Strategy.
MARCHING ORDERS29
Army OutcomesAn All-Volunteer Force of High Quality Soldiers, Civilians and
Leaders
Army ImperativeSustain the Army’s Soldiers, Families
and Civilians
Overarching RequirementEffectively and Efficiently Allocate
and Use Resources to Build the Best Possible Force
Campaign ObjectivesMan the Army & Preserve the All-
Volunteer Force
GoalThe Army is seen as a valued,
organization that Americans support, recommend and want to be a part of
(consider joining)
ObjectiveWithin three to five years create a
successful Enterprise Brand
StrategyBuild Army Brand Equity, utilizing the
results of the Brand Assessment study to create a bona fide Enterprise Brand Architecture (and messaging platform)
RationaleA successful, Enterprise Army Brand
allows the Army to achieve its goals with fewer resources. (Time, People, Money)
Army Campaign Plan Strategic Marketing Plan
GREAT BRAND ARCHITECTURE BUILDS EQUITY AND MEANING IN THE ENTERPRISE BRAND
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Products Brands
Time
Bra
nd
Eq
uit
y
Sub-brands
Build and draw equity
A BRANDING SPECTRUM
House of Brands
Highly consistent
Highly differentiated
Branded HouseEndorser Brands
Highly consistent
Hybrid Brands
1, 3, 5, 7
Businesses
Business Units
Corporate Brand/Enterprise Brand
GE Commercial Finance GE Industrial GE InfrastructureGE MoneyGE Healthcare
BRANDED HOUSEEXAMPLE: GE
ENTERPRISE BRANDS HAVE GREATER VALUE, TRUST, CONFIDENCE, EXPECTATION/GROWTH
CREATING THE ARMY ENTERPRISE BRAND
WHY THIS APPROACH – WHY NOW!
Narrowing Resources Army Brand Perceptions
Association with Strength Mixed Messages
35
0
20
40
60
80
Being Physically, Mentally And Emotionally StrongBase: Total
Rolling 12 weekly data Weighted General Market Prospects
(c) Millward Brown Inc.PRO9833 PRO2032007 2008 2009 2010
Navy
Marines
Air Force
Army
Army TV TRP's Males 18-24
0
500
Army
In this window, there is a
potential to notice the effects of the economy
(contract mission failure; EP or enrollment
reductions in this window 36
ECONOMIC AND PROPENSITY ESTIMATES (ENVIRONMENTAL FACTORS)
Step-1
Step-2
Step-3
Propensity Steps
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
2020
11
2012
2013
2014
2015
2016
2017
2018
2019
2020
Per
cen
t Nat
ion
al U
nem
ploy
men
t or P
rope
nsi
ty
Calendar Year
Unemployment (Actual) Cong_Budg_Off
Historical Forecast Global_Insights
Propensity Youth (M) Unemployment
Step-4b
Step-4a12%
10%
• Veteran Population & Army Footprint ()• Tuition costs ()• Propensity is current stable but has seen
3-downward steps over the last 25-years. • Rely more on non-propensed group to
succeed.
Sustained contract mission failure () & shrinking FSTP precede accession mission failure
• Most likely: 7% national unemployment by 2015
• Youth unemployment & underemployed will still be high for all segments
Mission Failure
Mission Failure Mission
Failure
1 2
1
TRANSLATED INTO ARMY VALUE, AN ENTERPRISE BRAND WILL…
•Align the internal organization (the message)•Drive positive perceptions and focus the message on what is salient, credible and motivating
Increases likelihood to support, recommend, join
Engenders efficient and effective marketing and advertising communications
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Helps sustain the All Volunteer Force
BRAND KEYS SPECIFICATIONS
•2-part questionnaire•Psychological and rational•On-line, telephone, in-person interviews•Test/re-test reliability: .93•Used in 30 countries around the world•B2B and B2C category and brands•Predictive, insightful, and strategic•Validated
38
BRAND KEYS MODEL39
Factor Analysis +
Regression Analysis+
Causal Path Modeling
FUSINGEmotional Psychological Jungian-based PersonificationQuestionnaire
Rational Category
Attributes, Benefits & Values
Determine if an enterprise-wide brand architecture is viable—one that can be used internally across commands and externally across constituencies—to inform enterprise wide cohesion, drive positive perceptions and create the foundation for a unique and ownable position for the US Army.
US ARMY RESEARCH OBJECTIVE
© Brand Keys, Inc. 2011
SOLDIERS, FAMILIES AND CIVILIANS5,223 INTERVIEWS CONDUCTED: 1,719 INTERNAL 3,504 EXTERNAL
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External Audience*
Pre-Prospects14-16 year-olds
ROTC1ST-4th year Cadets
InfluencersProspectsOfficerEnlisted
Active Enlisted
National Guard
Army Reserve
Active Officer
National Guard
Army Reserve
Professionals
Chaplain JAGArmy Corp
of Engineers
AMEDD
Caucasian
African American
Hispanic
Other
17-24 year-olds
25-29year-olds
Caucasian
African American
Hispanic
Other
Caucasian
African American
Hispanic
Other
Parents of Prospects
Spouse/ Partner of Prospects
Business Community
Leaders
Coaches
Community Advocacy Groups
Educators/ Guidance
Counselors
Religious Leaders
Veteran Organizations
Veterans
Caucasian
African American
Hispanic
Other
Caucasian
African American
Hispanic
Other
All with different objectives and missions
Civilian
Internal Audience
* In addition, talked to 950 civilians about working in civilian Army capacity
SOLDIER
Has high standard for its membersIs an organization that values and financially supports member educationIs worth the risk because I'm doing something meaningful with my lifeOffers good benefits and support to my familyOffers incentives to make staying in the service a good long-term career choiceWould give me advantages I would not have otherwiseEarns me respect from my community, friends, and familyGives me a sense of belongingIs a place where anyone can do something extraordinary in lifeIs for everyone who is qualified and wants to serveMakes me feel a part of something bigger than myselfMakes me feel it is about more than just combat and warMakes me feel part of a special groupHas other people in it like meIncreases my self confidenceIsn't just for a select fewMakes me feel I am carrying on an American tradition of serviceMakes me feel proud of the branch of service I choseRepresents values that I aspire to live up toChallenges me with experiences outside my comfort zoneDevelops a combination of physical, mental, and emotional strengthHelps me to improve myself and develop potential for the futureMakes me feel stronger when it comes to handling life‘s challengesOffers me a chance to make a fresh startOffers me the opportunity to work with and learn from strong leadersOffers me training and experience I can really use after I leaveRecognizes my talents and builds on themStrengthens me for lifelong successTrains me to be a leaderWill equip me with the qualities needed for success in life
42ARMY: THE IDEAL MILITARY ORGANIZATIONFOCUSED TO TOP-2 DRIVERS
4 Category Drivers
Support, Expectations, and Rewards
Belonging and Respect
Training for Success
Pride and Values
Top-2 Drivers
Support, Expectations, and Rewards
Belonging and Respect
Category Attributes, Benefits and Values
100% Together accounting for 55%-73% of positive
decision making
SYNERGY AMONG ABV’S WITHIN TOP DRIVERS BY SEGMENT
43
Internal Audience
OfficerEnlisted
Active Enlisted
National Guard
Army Reserve
Active Officer
National Guard
Army Reserve
Professionals
Chaplain JAGArmy Corp of Engineers
AMEDD
• Offers good benefits and support to my family• Has high standards for its members• Is worth the risk because I’m doing something meaningful with my life
• Makes me feel a part of something bigger than myself•Earns me respect from my community, friends, and family.•Gives me a sense of belonging
• Makes me feel a part of something bigger than myself• Gives me a sense of belonging• Earns me respect from my community, friends, and family.
•Offers good benefits and support to my family•Has high standards for its members•Is worth the risk because I’m doing something meaningful with my life
ARMY = Army Active Enlisted, Army National Guard Enlisted, Army Reserve Enlisted , Army Active OfficersArmy National Guard Officers, Army Reserve Officers, AMEDD, Army Corps of Engineers, Chaplain, and JAG.
• Offers good benefits and support to my family• Has high standards for its members• Is worth the risk because I’m doing something meaningful with my life
• Makes me feel a part of something bigger than myself•Earns me respect from my community, friends, and family.•Gives me a sense of belonging
• Offers good benefits and support to my family• Has high standards for its members• Is worth the risk because I’m doing something meaningful with my life
• Makes me feel a part of something bigger than myself•Earns me respect from my community, friends, and family.•Gives me a sense of belonging
• Offers good benefits and support to my family• Has high standards for its members• Is worth the risk because I’m doing something meaningful with my life
• Makes me feel a part of something bigger than myself•Earns me respect from my community, friends, and family.•Gives me a sense of belonging
• Offers good benefits and support to my family• Has high standards for its members• Is worth the risk because I’m doing something meaningful with my life
• Makes me feel a part of something bigger than myself•Earns me respect from my community, friends, and family.•Gives me a sense of belonging
• Makes me feel a part of something bigger than myself• Gives me a sense of belonging• Earns me respect from my community, friends, and family.
•Offers good benefits and support to my family•Has high standards for its members•Is worth the risk because I’m doing something meaningful with my life
• Makes me feel a part of something bigger than myself• Gives me a sense of belonging• Earns me respect from my community, friends, and family.
• Makes me feel a part of something bigger than myself• Gives me a sense of belonging• Earns me respect from my community, friends, and family.
•Offers good benefits and support to my family•Has high standards for its members•Is worth the risk because I’m doing something meaningful with my life
•Offers good benefits and support to my family•Has high standards for its members•Is worth the risk because I’m doing something meaningful with my life
Civilian
SOLDIER
• Makes me feel a part of something bigger than myself• Makes me feel it’s about more than combat and war• Earns me respect from my community, friends, and family.•Offers good benefits and support to my family•Has high standards for its members•Is an organization that values and financially supports member education
External Audience
Pre-Prospects14-16 year-olds
ROTC1ST-4th year
Cadets
Influencers
Prospects
17-24 year-olds
25-29year-olds
Parents of Prospects
Spouse/ Partner of Prospects
Business Community
Leaders
Coaches
Community Advocacy Groups
Educators
Religious Leaders
Veteran Organizations
Veterans
Training and experience for post-service lifeLeadership and multi-dimensional strengthEquips me for a successful life
Pre-Prospects: 14-16 year-olds. Prospects: 17-24 year-olds, 25-29 year-olds. Influencers: 17-29 year-old Spouses, 34+ year-old Parents, Business Community Leaders, Coaches, Community Advocacy Group, Educators, Guidance Counselors, Religious Leaders, Veterans, Veteran Organizations. ROTC: ROTC 1st – 4th year cadets.
SYNERGY AMONG ABV’S WITHIN TOP DRIVERS BY SEGMENT
Part of a special groupSomething bigger than myselfEarns respect
Family benefits and supportValues and supports educationHas high standards
Something bigger than myselfEarns respectMore than combat and war
Family benefits and supportValues and supports educationHas high standards
Something bigger than myselfEarns respectMore than combat and war
Family benefits and supportValues and supports educationHas high standards
Something bigger than myselfEarns respectMore than combat and war
Sense of belongingMore than combat and warSomething bigger than myself
Has high standardsFamily benefits and supportValues and supports education
Training and experience for post-service lifeLeadership and multi-dimensional strengthEquips me for a successful life
Part of a special groupSomething bigger than myselfEarns respect
Sense of belongingMore than combat and warSomething bigger than myself
Has high standardsFamily benefits and supportValues and supports education
Sense of belongingMore than combat and warSomething bigger than myself
Has high standardsFamily benefits and supportValues and supports education
Family benefits and supportValues and supports educationHas high standards
Something bigger than myselfEarns respectMore than combat and war
Sense of belongingMore than combat and warSomething bigger than myself
Has high standardsFamily benefits and supportValues and supports education
Sense of belongingMore than combat and warSomething bigger than myself
Has high standardsFamily benefits and supportValues and supports education
Family benefits and supportValues and supports educationHas high standards
Something bigger than myselfEarns respectMore than combat and war
Family benefits and supportValues and supports educationHas high standards
Something bigger than myselfEarns respectMore than combat and war
Guidance Counselors
Training and experience for post-service lifeLeadership and multi-dimensional strengthEquips me for a successful life
Part of a special groupSomething bigger than myselfEarns respect
ARMY = Army Active Enlisted, Army National Guard Enlisted, Army Reserve Enlisted , Army Active Officers
Army National Guard Officers, Army Reserve Officers, AMEDD, Army Corps of Engineers, Chaplain, JAG Corps.
BRAND KEYS RECOMMENDATIONS
• The highly unified perceptions among both the Army Enterprise and external constituencies creates a viable foundation of an enterprise-wide brand architecture. This is a logical next step in unifying diverse marketing and communications efforts, and will deliver economies in future U.S. Army initiatives.
• A U.S. Army Brand Architecture is essential for achieving actionable marketing efforts across the Army, consistent with the Army’s overarching goal of sustaining the all volunteer force – Soldiers, Families, and Civilians.
• Development of a unique Enterprise Brand Architecture will greatly improve the effectiveness and facilitate the construction of a comprehensive and unified communications platform that is both meaningful and ownable.
• The brand architecture research serves as a foundation for the creation of brand positioning concepts to be tested among the appropriate constituencies against these findings.
• Conduct internal alignment sessions to create consistency across the Army Enterprise.
46
MAJOR MILESTONES47
TODAY
Gain alignment development of
Enterprise Brand
4-6 months
Conduct Enterprise
positioning & value
proposition research
2-4 months
Finalize Enterprise messaging
platform
Within 8-10 months
Go to market strategy for Enterprise
Brand
IN SUMMARY
This is our window of opportunity
Industry best practice reveals strongest brands are often enterprise brands
Research to date has illuminated the path
Clear next steps to an enterprise brand strategy
Creating a strong enterprise brand will help the Army achieve its goals with less resources
•CONSIDER THE ARMY BRAND
•UNDERSTAND THE ARMY BRAND
•CHAMPION THE ARMY BRAND
•BUILD THE ARMY BRAND
•PARTICIPATE IN THE ARMY BRAND PORTAL
•BENEFIT FROM A STRONG ARMY BRAND
49
THE WAY AHEAD