{"id":24630,"date":"2015-04-30T13:56:46","date_gmt":"2015-04-30T13:56:46","guid":{"rendered":"https:\/\/one.sightlinemg.com\/armytimes\/uncategorized\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/"},"modified":"2026-08-08T02:30:09","modified_gmt":"2026-08-08T02:30:09","slug":"service-ditches-army-strong-for-new-branding-strategy","status":"publish","type":"post","link":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/","title":{"rendered":"Service ditches &#8216;Army Strong&#8217; for new branding strategy"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Don&#8217;t sweat it. Army officials didn&#8217;t think so, either.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The service&#8217;s latest 60-second commercial debuted Monday, featuring black-and-white photos over stirring narration and music, offering glimpses of many aspects of service and sacrifice, and extolling the virtues of joining &#8220;the Army team.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It ended without the &#8220;Army Strong&#8221; tagline \u2014 a phrase soldiers will continue to see in internal Army communications, but one that&#8217;s ended a nine-year run as the familiar face of Army branding after research showed civilians didn&#8217;t buy in.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Our job is to market the Army [to the public],&#8221; Mark Davis, deputy assistant secretary of the Army for marketing and the director of the Army Marketing and Research Group, said in a Wednesday interview. &#8221; &#8216;Army Strong&#8217; just didn&#8217;t resonate with them. You&#8217;d either get an &#8216;eh&#8217; sort of response, or you&#8217;d get an, &#8216;Of course you&#8217;re strong. You&#8217;re supposed to be. You&#8217;re in the Army. \u2026&#8217;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Everybody in the Army understands [&#8216;Army Strong&#8217;] intuitively, because they&#8217;re a stronger human being for their experiences. People outside the Army didn&#8217;t get it.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The tagline won&#8217;t be replaced, Davis said.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"2100\" height=\"1521\" src=\"\/wp-content\/uploads\/2026\/08\/635659180770051542-arm-army-strongjpg.jpg\" alt=\"\" class=\"wp-image-52688\" srcset=\"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659180770051542-arm-army-strongjpg.jpg 2100w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659180770051542-arm-army-strongjpg.jpg?resize=300,217 300w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659180770051542-arm-army-strongjpg.jpg?resize=768,556 768w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659180770051542-arm-army-strongjpg.jpg?resize=1024,742 1024w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659180770051542-arm-army-strongjpg.jpg?resize=1536,1113 1536w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659180770051542-arm-army-strongjpg.jpg?resize=2048,1483 2048w\" sizes=\"auto, (max-width: 2100px) 100vw, 2100px\" \/><figcaption class=\"wp-element-caption\">At the opening ceremony of the AUSA Convention in Washington, DC, Secretary of the Army Dr. Francis J. Harvey unveiled the Army&#8217;s new slogan for its advertising campaign: &#8220;Army Strong.&#8221;<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><span>The unveiling of the &#8220;Army Strong&#8221; ad campaign, at the 2006 Association of the United States Army Convention in Washington, D.C.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Photo Credit: Betsy Weiner\/Army<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AMRG teamed with New York-based marketing firm <a href=\"http:\/\/www.mccannworldgroup.com\/\" title=\"http:\/\/www.mccannworldgroup.com\/\">McCann Worldgroup<\/a> to create the spot, aiming to impress the civilian audience by presenting the Army as an elite team seeking new members because, as the narrator puts it, &#8220;there is important work to be done.&#8221; The message also played well internally, and with a group that may have been underserved by past Army marketing efforts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Veterans absolutely love it,&#8221; said Davis, a retired officer who left active duty in 2006 after a 25-year career that included a 2003 Iraq deployment and a Bronze Star Medal. &#8220;That&#8217;s a group of folks that have been a little disaffected from the Army, and we&#8217;re trying to bring them back into the fold.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Keeping vets and active soldiers on board with the message holds greater importance in the age of social media, Davis said, as a disconnect likely would lead to those groups ripping any offending ad campaign to shreds on Reddit, Facebook or other social-media outlets, in full view of the target audience.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"2174\" height=\"2174\" src=\"\/wp-content\/uploads\/2026\/08\/635659239104221167-arm-mark-davisjpg.jpg\" alt=\"\" class=\"wp-image-52695\" srcset=\"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659239104221167-arm-mark-davisjpg.jpg 2174w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659239104221167-arm-mark-davisjpg.jpg?resize=150,150 150w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659239104221167-arm-mark-davisjpg.jpg?resize=300,300 300w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659239104221167-arm-mark-davisjpg.jpg?resize=768,768 768w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659239104221167-arm-mark-davisjpg.jpg?resize=1024,1024 1024w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659239104221167-arm-mark-davisjpg.jpg?resize=1536,1536 1536w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659239104221167-arm-mark-davisjpg.jpg?resize=2048,2048 2048w\" sizes=\"auto, (max-width: 2174px) 100vw, 2174px\" \/><figcaption class=\"wp-element-caption\">Mark Davis, deputy assistant secretary of the Army for marketing and the director of the Army Marketing and Research group, poses as part of the &#8220;I became a soldier&#8221; campaign, which marketing officials say already has gained traction among veterans.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Mark Davis, a retired Army officer and deputy assistant secretary of the Army for marketing and the director of the Army Marketing and Research group, poses as part of the &#8220;I became a soldier&#8221; campaign, which marketing officials say already has gained traction among veterans.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Photo Credit: Army<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>#HashtagStrong<\/b><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Just because &#8220;Army Strong&#8221; is gone doesn&#8217;t mean new outreach efforts won&#8217;t include memorable phrases \u2014 a marketing must in a short-message, hashtag-happy social media environment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One technique that&#8217;s gotten early online traction: Service members and veterans posing for black-and-white pictures, similar to the commercial, holding a sign with the words &#8220;I became a soldier&#8221; and the hashtags #ArmyTeam and #makingadifference.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alongside those images, &#8220;we&#8217;ve been posting their stories,&#8221; said Crystal Deleon, AMRG&#8217;s social media manager. &#8220;Why they joined, what they did, what they think they did to make a difference while they were in.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some of those stories have been seen and shared by 200,000 people, Deleon said, &#8220;just because, I think, of that personal connection. \u2026 People read those and say, &#8216;That could be me.&#8217; &#8220;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1269\" height=\"703\" src=\"\/wp-content\/uploads\/2026\/08\/635659176784747812-arm-army-team-video-grabs-1jpg.jpg\" alt=\"\" class=\"wp-image-52696\" srcset=\"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659176784747812-arm-army-team-video-grabs-1jpg.jpg 1269w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659176784747812-arm-army-team-video-grabs-1jpg.jpg?resize=300,166 300w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659176784747812-arm-army-team-video-grabs-1jpg.jpg?resize=768,425 768w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659176784747812-arm-army-team-video-grabs-1jpg.jpg?resize=1024,567 1024w\" sizes=\"auto, (max-width: 1269px) 100vw, 1269px\" \/><figcaption class=\"wp-element-caption\">Screen shot from the U.S. Army&#8217;s video for #ArmyTeam<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Gen. Martin Dempsey, chairman of the Joint Chiefs of Staff, landed a spot in the new commercial for his look, not his rank, Army marketing officials said.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Photo Credit: Screen shot\/U.S. Army<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And there is the matter of getting some screen time for generals: An image of Gen. Martin Dempsey, chairman of the Joint Chiefs of Staff, looking stoically out the window of a helicopter <a href=\"https:\/\/www.dvidshub.net\/image\/1069826\/cjcs-2013-holiday-tour#.VUGDeCHBzGc\" title=\"https:\/\/www.dvidshub.net\/image\/1069826\/cjcs-2013-holiday-tour#.VUGDeCHBzGc\">during a 2013 holiday tour of Afghanistan<\/a>, appears at the 35-second mark \u2014 but not because of his prominent military post, Davis said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;The truth is, most Americans don&#8217;t know who Gen. Dempsey is,&#8221; he added. &#8220;We kind of think everybody knows everything about us, and most Americans don&#8217;t know anything about the military. &#8230; It was chosen because of that look, that dramatic look.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>So long, &#8220;Army Strong&#8221;: Service&#8217;s new ad campaign comes without a tagline<\/p>\n","protected":false},"author":7,"featured_media":52685,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_acf":"","_yoast_wpseo_primary_category":70,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_smg_distribution_targets":[]},"categories":[12,70],"tags":[],"coauthors":[787],"class_list":["post-24630","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-your-army"],"acf":{"subheadline":"","legacy_arc_id":"45YAUFN6SZDP3J7FATJLSB4HEU","arc_canonical_url":"\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/","remove_feature_photo":false,"is_sponsored":false,"subtype":"","redirect_url":"","disable_inline_ads":false,"native_logo_pretext":"Presented By:"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Service ditches &#039;Army Strong&#039; for new branding strategy - Army Times<\/title>\n<meta name=\"description\" content=\"So long, &quot;Army Strong&quot;: Service&#039;s new ad campaign comes without a tagline\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Service ditches &#039;Army Strong&#039; for new branding strategy\" \/>\n<meta property=\"og:description\" content=\"So long, &quot;Army Strong&quot;: Service&#039;s new ad campaign comes without a tagline\" \/>\n<meta property=\"og:url\" content=\"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"Army Times\" \/>\n<meta property=\"article:published_time\" content=\"2015-04-30T13:56:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-08T02:30:09+00:00\" \/>\n<meta name=\"author\" content=\"Kevin Lilley\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kevin Lilley\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\n\t    \"@context\": \"https:\\\/\\\/schema.org\",\n\t    \"@graph\": [\n\t        {\n\t            \"@type\": \"Article\",\n\t            \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/#article\",\n\t            \"isPartOf\": {\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/\"\n\t            },\n\t            \"author\": {\n\t                \"name\": \"migration\",\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/#\\\/schema\\\/person\\\/cc76c831bb37a926738c8391fca7a3b1\"\n\t            },\n\t            \"headline\": \"Service ditches &#8216;Army Strong&#8217; for new branding strategy\",\n\t            \"datePublished\": \"2015-04-30T13:56:46+00:00\",\n\t            \"dateModified\": \"2026-08-08T02:30:09+00:00\",\n\t            \"mainEntityOfPage\": {\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/\"\n\t            },\n\t            \"wordCount\": 785,\n\t            \"commentCount\": 0,\n\t            \"publisher\": {\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/#organization\"\n\t            },\n\t            \"image\": {\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/#primaryimage\"\n\t            },\n\t            \"thumbnailUrl\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/635659176784903817-arm-army-team-video-grabs-4jpg.jpg\",\n\t            \"articleSection\": [\n\t                \"News\",\n\t                \"Your Army\"\n\t            ],\n\t            \"inLanguage\": \"en-US\",\n\t            \"potentialAction\": [\n\t                {\n\t                    \"@type\": \"CommentAction\",\n\t                    \"name\": \"Comment\",\n\t                    \"target\": [\n\t                        \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/#respond\"\n\t                    ]\n\t                }\n\t            ]\n\t        },\n\t        {\n\t            \"@type\": \"WebPage\",\n\t            \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/\",\n\t            \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/\",\n\t            \"name\": \"Service ditches 'Army Strong' for new branding strategy - Army Times\",\n\t            \"isPartOf\": {\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/#website\"\n\t            },\n\t            \"primaryImageOfPage\": {\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/#primaryimage\"\n\t            },\n\t            \"image\": {\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/#primaryimage\"\n\t            },\n\t            \"thumbnailUrl\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/635659176784903817-arm-army-team-video-grabs-4jpg.jpg\",\n\t            \"datePublished\": \"2015-04-30T13:56:46+00:00\",\n\t            \"dateModified\": \"2026-08-08T02:30:09+00:00\",\n\t            \"description\": \"So long, \\\"Army Strong\\\": Service's new ad campaign comes without a tagline\",\n\t            \"breadcrumb\": {\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/#breadcrumb\"\n\t            },\n\t            \"inLanguage\": \"en-US\",\n\t            \"potentialAction\": [\n\t                {\n\t                    \"@type\": \"ReadAction\",\n\t                    \"target\": [\n\t                        \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/\"\n\t                    ]\n\t                }\n\t            ]\n\t        },\n\t        {\n\t            \"@type\": \"ImageObject\",\n\t            \"inLanguage\": \"en-US\",\n\t            \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/#primaryimage\",\n\t            \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/635659176784903817-arm-army-team-video-grabs-4jpg.jpg\",\n\t            \"contentUrl\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/635659176784903817-arm-army-team-video-grabs-4jpg.jpg\"\n\t        },\n\t        {\n\t            \"@type\": \"BreadcrumbList\",\n\t            \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/2015\\\/04\\\/30\\\/service-ditches-army-strong-for-new-branding-strategy\\\/#breadcrumb\",\n\t            \"itemListElement\": [\n\t                {\n\t                    \"@type\": \"ListItem\",\n\t                    \"position\": 1,\n\t                    \"name\": \"Home\",\n\t                    \"item\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/\",\n\t                    \"ad_zone\": \"home\"\n\t                },\n\t                {\n\t                    \"@type\": \"ListItem\",\n\t                    \"position\": 2,\n\t                    \"name\": \"News\",\n\t                    \"item\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/\",\n\t                    \"ad_zone\": \"news\"\n\t                },\n\t                {\n\t                    \"@type\": \"ListItem\",\n\t                    \"position\": 3,\n\t                    \"name\": \"Your Army\",\n\t                    \"item\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/news\\\/your-army\\\/\",\n\t                    \"ad_zone\": \"your-army\"\n\t                },\n\t                {\n\t                    \"@type\": \"ListItem\",\n\t                    \"position\": 4,\n\t                    \"name\": \"Service ditches &#8216;Army Strong&#8217; for new branding strategy\"\n\t                }\n\t            ]\n\t        },\n\t        {\n\t            \"@type\": \"WebSite\",\n\t            \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/#website\",\n\t            \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/\",\n\t            \"name\": \"Army Times\",\n\t            \"description\": \"Independent News For Soldiers | Army Times\",\n\t            \"publisher\": {\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/#organization\"\n\t            },\n\t            \"potentialAction\": [\n\t                {\n\t                    \"@type\": \"SearchAction\",\n\t                    \"target\": {\n\t                        \"@type\": \"EntryPoint\",\n\t                        \"urlTemplate\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/?s={search_term_string}\"\n\t                    },\n\t                    \"query-input\": {\n\t                        \"@type\": \"PropertyValueSpecification\",\n\t                        \"valueRequired\": true,\n\t                        \"valueName\": \"search_term_string\"\n\t                    }\n\t                }\n\t            ],\n\t            \"inLanguage\": \"en-US\"\n\t        },\n\t        {\n\t            \"@type\": \"Organization\",\n\t            \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/#organization\",\n\t            \"name\": \"Army Times\",\n\t            \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/\",\n\t            \"logo\": {\n\t                \"@type\": \"ImageObject\",\n\t                \"inLanguage\": \"en-US\",\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/#\\\/schema\\\/logo\\\/image\\\/\",\n\t                \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/army-logo-white.png\",\n\t                \"contentUrl\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/army-logo-white.png\",\n\t                \"caption\": \"Army Times\"\n\t            },\n\t            \"image\": {\n\t                \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/#\\\/schema\\\/logo\\\/image\\\/\"\n\t            }\n\t        },\n\t        {\n\t            \"@type\": \"Person\",\n\t            \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/#\\\/schema\\\/person\\\/cc76c831bb37a926738c8391fca7a3b1\",\n\t            \"name\": \"migration\",\n\t            \"image\": {\n\t                \"@type\": \"ImageObject\",\n\t                \"inLanguage\": \"en-US\",\n\t                \"@id\": \"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=gcf4cb6ee0ec29e49e7a963234e4340ec\",\n\t                \"url\": \"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=g\",\n\t                \"contentUrl\": \"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=g\",\n\t                \"caption\": \"migration\"\n\t            },\n\t            \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/armytimes\\\/author\\\/migration\\\/\"\n\t        }\n\t    ]\n\t}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Service ditches 'Army Strong' for new branding strategy - Army Times","description":"So long, \"Army Strong\": Service's new ad campaign comes without a tagline","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"Service ditches 'Army Strong' for new branding strategy","og_description":"So long, \"Army Strong\": Service's new ad campaign comes without a tagline","og_url":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/","og_site_name":"Army Times","article_published_time":"2015-04-30T13:56:46+00:00","article_modified_time":"2026-08-08T02:30:09+00:00","author":"Kevin Lilley","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Kevin Lilley","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/#article","isPartOf":{"@id":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/"},"author":{"name":"migration","@id":"https:\/\/one.sightlinemg.com\/armytimes\/#\/schema\/person\/cc76c831bb37a926738c8391fca7a3b1"},"headline":"Service ditches &#8216;Army Strong&#8217; for new branding strategy","datePublished":"2015-04-30T13:56:46+00:00","dateModified":"2026-08-08T02:30:09+00:00","mainEntityOfPage":{"@id":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/"},"wordCount":785,"commentCount":0,"publisher":{"@id":"https:\/\/one.sightlinemg.com\/armytimes\/#organization"},"image":{"@id":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/#primaryimage"},"thumbnailUrl":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659176784903817-arm-army-team-video-grabs-4jpg.jpg","articleSection":["News","Your Army"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/","url":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/","name":"Service ditches 'Army Strong' for new branding strategy - Army Times","isPartOf":{"@id":"https:\/\/one.sightlinemg.com\/armytimes\/#website"},"primaryImageOfPage":{"@id":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/#primaryimage"},"image":{"@id":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/#primaryimage"},"thumbnailUrl":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659176784903817-arm-army-team-video-grabs-4jpg.jpg","datePublished":"2015-04-30T13:56:46+00:00","dateModified":"2026-08-08T02:30:09+00:00","description":"So long, \"Army Strong\": Service's new ad campaign comes without a tagline","breadcrumb":{"@id":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/#primaryimage","url":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659176784903817-arm-army-team-video-grabs-4jpg.jpg","contentUrl":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659176784903817-arm-army-team-video-grabs-4jpg.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2015\/04\/30\/service-ditches-army-strong-for-new-branding-strategy\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/one.sightlinemg.com\/armytimes\/","ad_zone":"home"},{"@type":"ListItem","position":2,"name":"News","item":"https:\/\/one.sightlinemg.com\/armytimes\/news\/","ad_zone":"news"},{"@type":"ListItem","position":3,"name":"Your Army","item":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/","ad_zone":"your-army"},{"@type":"ListItem","position":4,"name":"Service ditches &#8216;Army Strong&#8217; for new branding strategy"}]},{"@type":"WebSite","@id":"https:\/\/one.sightlinemg.com\/armytimes\/#website","url":"https:\/\/one.sightlinemg.com\/armytimes\/","name":"Army Times","description":"Independent News For Soldiers | Army Times","publisher":{"@id":"https:\/\/one.sightlinemg.com\/armytimes\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/one.sightlinemg.com\/armytimes\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/one.sightlinemg.com\/armytimes\/#organization","name":"Army Times","url":"https:\/\/one.sightlinemg.com\/armytimes\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/one.sightlinemg.com\/armytimes\/#\/schema\/logo\/image\/","url":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/06\/army-logo-white.png","contentUrl":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/06\/army-logo-white.png","caption":"Army Times"},"image":{"@id":"https:\/\/one.sightlinemg.com\/armytimes\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/one.sightlinemg.com\/armytimes\/#\/schema\/person\/cc76c831bb37a926738c8391fca7a3b1","name":"migration","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=gcf4cb6ee0ec29e49e7a963234e4340ec","url":"https:\/\/secure.gravatar.com\/avatar\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=g","caption":"migration"},"url":"https:\/\/one.sightlinemg.com\/armytimes\/author\/migration\/"}]}},"jetpack_sharing_enabled":true,"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Army Times","distributor_original_site_url":"https:\/\/one.sightlinemg.com\/armytimes","push-errors":false,"jetpack_featured_media_url":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635659176784903817-arm-army-team-video-grabs-4jpg.jpg","_links":{"self":[{"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/posts\/24630","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/comments?post=24630"}],"version-history":[{"count":1,"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/posts\/24630\/revisions"}],"predecessor-version":[{"id":24634,"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/posts\/24630\/revisions\/24634"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/posts\/52685"}],"wp:attachment":[{"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/media?parent=24630"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/categories?post=24630"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/tags?post=24630"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/one.sightlinemg.com\/armytimes\/wp-json\/wp\/v2\/coauthors?post=24630"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}