April 19, 2020
Selling the Atomic Soldier: The Birth of Army Marketing
"The Army’s brand is best represented not by the space satellites, radars, and cyber systems depicted in its current commercials, but by a vision that’s as old as the Battle of Trenton: a group of dirty, freezing soldiers, scared, wet and tired, taking the fight to the enemy."
by Joe Buccino
Late last year, the U.S. Army announced a new functional area focused on marketing the Army as a modern fighting force, relevant in combat and peacetime today and into the future. This kind of promotional effort is not new; for decades, the Army has promoted itself as an opportunity for ambitious American high school graduates eager to make something of their lives by learning new skills and engaging with the nation’s latest technology.
https://nationalinterest.org/blog/buzz/selling-atomic-soldier-birth-army-marketing-145812
