I can hear it now: Chanting crowds, an organ on the PA...

...we will, we will help you!

Oh yeah. And then everybody eats hot dogs with lots of stadium mustard.

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.

OK! And let's not forget New! and Improved!

“Like commercial firms that must update unattractive brand identities, so too should the United States consider updating its military's brand identity to suit current and future operational environments,” the report said.

And how about Concentrated!

The Norfolk, Virginia-based Joint Forces Command will use the study to explore possible responses to “current urban challenges,” said Duane Schattle, director of the command's Joint Urban Operations Office.

If those advertising guys can sell Volvos, how tough would it be to sell a little bombing raid?

Link: U.S. military urged to revise tarnished brand | Politics | Reuters