The document discusses developing an enterprise brand strategy for the US Army. It begins by outlining the objective to strengthen the Army brand through developing relationships with Family and MWR communities. It then covers topics like the power of branding, building the Army enterprise brand, and next steps. The goal is to create a single, universal brand positioning and messaging platform that identifies what the Army stands for while allowing tailored messaging for specific audiences. This would help the Army achieve its goals more efficiently using fewer resources.

1. 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

2. 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

4. Office of the ASA Manpower & Reserve Affairs

5. James Ortiz

6. Robert Strahler

7. The Power of Branding

8. Building the US Army Enterprise Brand

9. The Way Ahead 3

10. 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

13. “You can build it and we can help” 6

14. Elite Has very high standards Marines For the average person Feels like a 'place' for me Most dangerous jobs Always places mission first Will never leave fallen comrade Requires the most discipline Offers interesting work Feared as a fighting force Trained by real leaders Air Force Builds real leaders Likely to end up in combat Never accept defeat Honor, loyalty, courage I could succeed there Go where the real action is Qualities for success in life Strongest in the world Better job once I get out Military tasks drills Well-respected I'd become a real expert in my field Best represents the US military Offers the most job specialties Requires being mentally tough Send me to exciting places Requires courage bravery Technology Training Requires being physically tough Will never quit Builds personal strength Treats minorities fairly Educational opportunities Navy Widest choice of roles Army Peace-keeping role Treats women fairly Requires teamwork Occupational opportunities Good for women Last resort Low skill Ordinary For an average person Perceptual Maps—Full Map Among 16-24 Year-Olds Elite and high standards Physical (Combat likely, Dangerous) For better educated and good for women Ordinary, For Average Person 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

15. 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 quarter Q.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? 8

16. THE POWEROFBRANDING 9

18. A unifier of staff, constituents and stakeholders

19. A connector between the organization and the people it serves 10

21. Guiding programming and strategic decisions according to mission

22. Unifying staff around what makes the organization special

23. Targeting key audiences to make the most of constrained resources ( ROI)

24. Builds loyaltyby:

25. Creating an emotional bridge between the Brand and stakeholders

26. Increasing your credibility through a consistent message and experience

27. Increases value by:

28. Defining what you do best

29. Clarifying what makes you different than your completion

30. Communicating the benefits you will provide to all members of your audience

31. Builds Brand Equity 11

32. The power of branding 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

34. “Reach Out & Touch Someone” “Betcha Can’t Eat Just One”

35. “We Bring Good Things to Life” “Good To The Last Drop”

36. “Quality is Job One” “I’ve Fallen & I Can’t get Up”

37. The Ultimate Driving Machine” “It Does A Body Good”

38. “Let You Fingers Do the Walking” “When it Rains ..It Pours”

39. “Have it Your Way” “ Just Do It”

40. “Taste great..Less Filling” “You’ve Got Questions..We’ve Got Answers”

41. “Where’s The Beef” “ Made from The Best Stuff on Earth”

42. “Takes A Lickin & Keeps on Tickin” “ Obey Your Thirst”

43. “What happens Here ..Stays Here” “Eat Fresh”

44. “You’ve Come A Long Way Baby” “ I’d Rather Fight than Switch”

45. “We Bring Good Things to Life” “ The Mind is A Terrible Thing to Waste”

46. “I Can’t Believe I Ate The Whole thing” “ The Breakfast of Champions”

47. “ Think Different” “ We Try Harder”

48. “Something Special In The Air” “ It’s Everywhere You want to Be”

49. “Better Living Thru Chemistry” “Think Outside The Bun”

50. “Leave the Driving To Us” “Solutions for a Small Planet” 13

51. LOGOS /TAGLINES/SLOGANS 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 14

52. 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

53. 16 Source: Millward Brown Optimor’s BrandZ Top100 Most Valuable Global Brands, 2010 report

54. 17

56. Ownable

57. Credible

58. Valued 18

59. US Army’s Strategic Positioning Statement: 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

60. 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,emotionaland physical, a strength that the Army finds, forges and fosters. 20

62. The Army has “embraced” the Army Strong tagline

63. The use of Army Strong has proliferated across:

64. Commands

65. Target Audiences

66. Media Forms

67. Messaging Platforms . 21

68. 22

69. 23

70. 24

71. 25

72. 26

73. PINNACLE 27

75. Families

76. Civilians 28

77. 29 Moving toward an enterprise brand

79. 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.

80. 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.BLUF

81. MARCHING ORDERS 31 Army Campaign Plan Strategic Marketing Plan Army Outcomes An All-Volunteer Force of High Quality Soldiers, Civilians and Leaders Goal The Army is seen as a valued, organization that Americans support, recommend and want to be a part of (consider joining) Objective Within three to five years create a successful Enterprise Brand Army Imperative Sustain the Army’s Soldiers, Families and Civilians Overarching Requirement Effectively and Efficiently Allocate and Use Resources to Build the Best Possible Force Strategy Build Army Brand Equity, utilizing the results of the Brand Assessment study to create a bona fide Enterprise Brand Architecture (and messaging platform) Rationale A successful, Enterprise Army Brand allows the Army to achieve its goals with fewer resources. (Time, People, Money) Campaign Objectives Man the Army & Preserve the All-Volunteer Force

82. Great brand architecture builds equity and meaning in the enterprise brand 32 Build and draw equity Brand Equity Sub-brands Products Brands Time

83. A Branding Spectrum Highly consistent Highly consistent Highly differentiated House of Brands Endorser Brands Hybrid Brands Branded House 1, 3, 5, 7

84. Corporate Brand/Enterprise Brand Business Units GE Industrial GE Infrastructure GE Money GE Healthcare GE Commercial Finance Businesses Branded Houseexample: GE

85. Enterprise brands have greater value, trust, confidence, expectation/growth

86. Creating the army ENTERPRISE BRAND

87. 37 Why this Approach? Why Now? Narrowing Resources Army Brand Perceptions Association with Strength Mixed Messages

89. Tuition costs ()

90. Propensity is current stable but has seen 3-downward steps over the last 25-years.

92. Youth unemployment & underemployed will still be high for all segmentsMission Failure In this window, there is a potential to notice the effects of the economy (contract mission failure; EP or enrollment reductions in this window Sustained contract mission failure () & shrinking FSTP precede accession mission failure 38

94. Drive positive perceptions and focus the message on what is salient, credible and motivatingIncreases likelihood to support, recommend, join Engenders efficient and effective marketing and advertising communications 39 Helps sustain the All Volunteer Force

95. BRAND KEYS Model 40 FUSING EmotionalPsychological Jungian-based Personification Questionnaire RationalCategory Attributes, Benefits & Values Factor Analysis + Regression Analysis + Causal Path Modeling

96. US Army Research Objective 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. © Brand Keys, Inc. 2011

97. Soldiers, Families and Civilians5,223 Interviews conducted: 1,719 internal 3,504 external 42 External Audience* Internal Audience SOLDIER Enlisted Officer Civilian Pre-Prospects 14-16 year-olds Influencers Prospects ROTC 1ST-4th year Cadets Caucasian Parents of Prospects 17-24 year-olds 25-29 year-olds African American Active Officer Hispanic Active Enlisted Spouse/ Partner of Prospects Other Caucasian Caucasian Army Reserve Caucasian Business Community Leaders Army Reserve Caucasian African American African American Hispanic African American African American Hispanic National Guard National Guard Coaches Other Other Community Advocacy Groups Hispanic Hispanic Professionals Other Other Educators/ Guidance Counselors Army Corp of Engineers Chaplain JAG AMEDD Religious Leaders * In addition, talked to 950 civilians about working in civilian Army capacity Veteran Organizations All with different objectives and missions Veterans

98. 43 ARMY: The ideal military organizationfocused to top-2 drivers Category Attributes, Benefits and Values Has high standard for its members Is an organization that values and financially supports member education Is worth the risk because I'm doing something meaningful with my life Offers good benefits and support to my family Offers incentives to make staying in the service a good long-term career choice Would give me advantages I would not have otherwise Earns me respect from my community, friends, and family Gives me a sense of belonging Is a place where anyone can do something extraordinary in life Is for everyone who is qualified and wants to serve Makes me feel a part of something bigger than myself Makes me feel it is about more than just combat and war Makes me feel part of a special group Has other people in it like me Increases my self confidence Isn't just for a select few Makes me feel I am carrying on an American tradition of service Makes me feel proud of the branch of service I chose Represents values that I aspire to live up to Challenges me with experiences outside my comfort zone Develops a combination of physical, mental, and emotional strength Helps me to improve myself and develop potential for the future Makes me feel stronger when it comes to handling life‘s challenges Offers me a chance to make a fresh start Offers me the opportunity to work with and learn from strong leaders Offers me training and experience I can really use after I leave Recognizes my talents and builds on them Strengthens me for lifelong success Trains me to be a leader Will equip me with the qualities needed for success in life 4 Category Drivers Top-2 Drivers Support, Expectations, and Rewards Support, Expectations, and Rewards Belonging and Respect Belonging and Respect Training for Success Pride and Values Together accounting for 55%-73% of positive decision making 100%

100. Gives me a sense of belonging

101. Earns me respect from my community, friends, and family.

102. Makes me feel a part of something bigger than myself

103. Makes me feel it’s about more than combat and war

104. Earns me respect from my community, friends, and family.

105. Offers good benefits and support to my family

106. Has high standards for its members

107. Is worth the risk because I’m doing something meaningful with my life

108. Offers good benefits and support to my family

109. Has high standards for its members

110. Is worth the risk because I’m doing something meaningful with my life

111. Makes me feel a part of something bigger than myself

112. Earns me respect from my community, friends, and family.

113. Gives me a sense of belonging

114. Offers good benefits and support to my family

115. Has high standards for its members

117. Earns me respect from my community, friends, and family.

118. Gives me a sense of belonging

119. Offers good benefits and support to my family

120. Has high standards for its members

121. Is worth the risk because I’m doing something meaningful with my life

122. Offers good benefits and support to my family

123. Has high standards for its members

124. Is worth the risk because I’m doing something meaningful with my life

125. Makes me feel a part of something bigger than myself

126. Earns me respect from my community, friends, and family.

128. Gives me a sense of belonging

129. Earns me respect from my community, friends, and family.

130. Offers good benefits and support to my family

131. Has high standards for its members

132. Is worth the risk because I’m doing something meaningful with my life

133. Offers good benefits and support to my family

134. Has high standards for its members

135. Is worth the risk because I’m doing something meaningful with my life

136. Makes me feel a part of something bigger than myself

137. Earns me respect from my community, friends, and family.

139. Has high standards for its members

140. Is worth the risk because I’m doing something meaningful with my life

141. Makes me feel a part of something bigger than myself

142. Gives me a sense of belonging

143. Earns me respect from my community, friends, and family.

144. Offers good benefits and support to my family

145. Has high standards for its members

146. Is worth the risk because I’m doing something meaningful with my life

147. Makes me feel a part of something bigger than myself

148. Gives me a sense of belonging

149. Earns me respect from my community, friends, and family.

150. Offers good benefits and support to my family

151. Has high standards for its members

152. Is worth the risk because I’m doing something meaningful with my life

153. Makes me feel a part of something bigger than myself

154. Earns me respect from my community, friends, and family.

156. 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.

157. Major milestones 47 Conduct Enterprise positioning & value proposition research Gain alignment development of Enterprise Brand Finalize Enterprise messaging platform Go to market strategy for Enterprise Brand 4-6 months TODAY 2-4 months Within 8-10 months

159. Industry best practice reveals strongest brands are often enterprise brands

160. Research to date has illuminated the path

161. Clear next steps to an enterprise brand strategyCreating a strong enterprise brand will help the Army achieve its goals with less resources

163. Strength Based Brand Positioning

164. Taglines/Slogans

165. Logos

167. BENEFIT FROM THE POWER OF BRAND SYNERGY

168. WIN/WIN FOR YOU AND THE ARMY ENTERPRISE 49

169. 50

170. Q & A James.Ortiz@hqda.army.mil 703- 325 -5882 Robert.Strahler@hqda.army.mil 703- 325- 5874 51