{"id":49381,"date":"2023-01-01T15:05:00","date_gmt":"2023-01-01T15:05:00","guid":{"rendered":"https:\/\/one.sightlinemg.com\/armytimes\/uncategorized\/2023\/01\/01\/be-all-you-can-be-returning-as-army-marketing-slogan\/"},"modified":"2026-08-08T04:12:16","modified_gmt":"2026-08-08T04:12:16","slug":"be-all-you-can-be-returning-as-army-marketing-slogan","status":"publish","type":"post","link":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2023\/01\/01\/be-all-you-can-be-returning-as-army-marketing-slogan\/","title":{"rendered":"\u2018Be all you can be\u2019 returning as Army marketing slogan"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The year 2023 might feel a little like 1983 for the soldiers and civilians of the Army Enterprise Marketing Office as they work to reboot the service\u2019s classic \u201cbe all you can be\u201d slogan to launch in March amid a historic recruiting shortfall that heightens the stakes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s not lost on Maj. Gen. Alex Fink, the Army Reserve officer who leads the Chicago-based office. He <a href=\"https:\/\/www.stripes.com\/branches\/army\/2022-12-01\/army-recruiting-slogan-advertising-campaign%C2%A0-8267208.html\" target=\"_blank\">told Stars &amp; Stripes<\/a> (who first reported the reboot) that the Army is \u201cnot returning to \u2018Be all you can be\u2019 for nostalgia or old times\u2019 sake or because we think retro is trendy and cool. We\u2019re really reinventing it to reposition the Army and to inspire the next generation soldiers.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whether the Army wants to channel it or not, the nostalgia will be there. Trade magazine <i>Advertising Age <\/i>rated the slogan the 18th best of its \u201ctop one hundred campaigns of the 20th Century,\u201d according to an Army Historical Foundation <a href=\"https:\/\/armyhistory.org\/all-we-could-be-how-an-advertising-campaign-helped-remake-the-army\/\" target=\"_blank\">article<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In August, Fink <a href=\"https:\/\/www.armytimes.com\/news\/your-army\/2022\/12\/02\/army-to-use-old-slogan-for-new-recruits\/\" target=\"_blank\">told Army Times<\/a> that the work to recast the Army\u2019s marketing brand began before the COVID-19 pandemic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While some of the office\u2019s smaller campaigns were criticized by conservative commentators, the general argued that they provided a foundation of data that informed the \u201cbe all you can be\u201d pivot. According to Stars &amp; Stripes, the slogan massively outperformed other ideas studied via test audiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cYou couldn\u2019t just start from ground zero and say, \u2018Hey, let\u2019s just do a brand refresh on the Army,\u2019 with no route, no real repetitions under your belt,\u201d he told Army Times. \u201cWe have those repetitions now. And I think we\u2019re in a really good place, and I think it\u2019s the right time.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><i>Military Times staff reporter Jonathan Lehrfeld contributed reporting to this article<\/i>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The revived slogan aims to bring more recruits into the 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