nothing a little advertising can't fix
Apparently the U.S. military is suffering from a negative brand identity:
The key to boosting the image and effectiveness of U.S. military operations around the world involves "shaping" both the product and the marketplace, and then establishing a brand identity that places what you are selling in a positive light, said clinical psychologist Todd C. Helmus, the author of "Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation." The 211-page study, for which the U.S. Joint Forces Command paid the Rand Corp. $400,000, was released this week.
I get it. The U.S. military is one giant corporation trying to sell its wares (FreedomTM) and its brand (America, fuck yeah!) to the world. But things haven't been going so well. Fourth quarter profits are down, consumer confidence is low and there is an Enron-sized scandal brewing. So, what to do?
The most successful companies, the Rand study notes, are those that study their clientele and shape their workplace and product in ways that incorporate their brand into every interaction with consumers.
Umm, I don't know. Maybe if the Bush-Cheney juggernaut stopped forcing its product down peoples throats, destroying communities' workplaces and killing its clientele then consumer confidence wouldn't be at rock bottom.
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