Final army brand group family and mwr symposium briefing (2)

US ARMY ENTERPRISE BRAND STRATEGY

IMCOM/MWR SYMPOSIUM

SAN ANTONIO, TEXAS

19 APRIL 2011

James Ortiz

Robert Strahler

Army Brand Group

Office of The ASA:

Manpower & Reserve Affairs

OBJECTIVE

Strengthen the US Army Enterprise Brand through the

development of a mutually beneficial relationship with the

Family and MWR and IMCOM marketing communities.

2

AGENDA

• Introduction

• Office of the ASA Manpower & Reserve Affairs– James Ortiz

– Robert Strahler

• The Power of Branding

• Building the US Army Enterprise Brand

• The Way Ahead

3

MANPOWER AND RESERVE AFFAIRS 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).

4

THE FAMILY AND MWR VISION5

To be the driving force for programs and services that provide the foundation for the Army’s home by:

- Increasing Soldier and Family resiliency

- Restoring balance

- Enhancing recruitment, readiness and retention for Soldiers and Families

EVERYONE HAS A ROLE IN SUSTAINING THE ALL VOLUNTEER FORCE

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).

– Everything & everybody communicates

•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

•“You can build it and we can help”

6

PERCEPTUAL MAPS—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 Year

Q1'09 Q1'10 Q3'10 Q1'11

A B C E

% % % %

Army 18 17 20 21

Air Force 35 34 35 33

Marines 23 26 24 23

Navy 20 20 17 19

8

THE POWER OF BRANDING

9


A Brand is –

MUCH more than the physical representations of logos & 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

10


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

11


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

• Must be relevant and meaningful to diverse target audiences to have value

– Not a slick marketing tool

* Ken Boost

12

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”

13

LOGOS /TAGLINES/SLOGANS

14

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

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

15

16

Source: Millward Brown Optimor’s BrandZ Top100 Most Valuable Global Brands, 2010 report


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

18

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.

19

US Army’s Strategic Positioning Statement:

US ARMY TAGLINE: “ARMY STRONG”

“Army Strong” is the signature for the U.S. Army recruiting campaign

Inspired by Soldiers, “Army Strong” explains that the

U.S. Army endows a unique brand of strength to its

Soldiers, a strength that is mental, emotional and

physical, a strength that the Army finds, forges and

fosters.

20

US ARMY TAGLINE: “ARMY STRONG”

•Developed to support Active Army enlisted recruiting

• The Army has “embraced” the Army Strong tagline

• The use of Army Strong has proliferated across: • Commands• Target Audiences • Media Forms • Messaging Platforms

.

•

21

PINNACLE

27

How does it relate or not to the Family and MWR audience(s)?

•Soldiers

•Families

•Civilians

28

THE ARMY BRAND

MOVING TOWARD AN ENTERPRISE BRAND

29

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 value of an enterprise brand strategy is that it will help the Army

achieve its goals using fewer resources and therefore is both an effective

and efficient approach.

•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 ORDERS31

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

32

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

37

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 38

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

39

Helps sustain the All Volunteer Force

BRAND KEYS MODEL40

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

42

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

43ARMY: 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

44

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.















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





Sense of belongingMore than combat and warSomething bigger than myself

Has high standardsFamily benefits and supportValues and supports education

















Guidance Counselors



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.

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

•UNDERSTAND THE ARMY ENTERPRISE BRAND• Strength Based Brand Positioning

• Taglines/Slogans

• Logos

•UNDERSTAND HOW THE BRAND RELATES TO

IMCOM/FAMILY AND MWR MISSION & TARGET AUDIENCES

•LEVERAGE THE BRAND(S) APPROPRIATELY

•BENEFIT FROM THE POWER OF BRAND SYNERGY

•WIN/WIN FOR YOU AND THE ARMY ENTERPRISE

49

THE WAY AHEAD

Q & A

[email protected]

703- 325 -5882

[email protected]

703- 325- 5874

51

mailto:[email protected]

mailto:[email protected]

Final army brand group family and mwr symposium briefing (2)

Documents

Transcript of Final army brand group family and mwr symposium briefing (2)