Want To Buy A War?
It keeps going, and going, and going....®
If only the government could tap into the branding geniuses on Madison Avenue they might be able to win those ever so precious "hearts and minds".
That's the topic of a 241 page report commissioned by the U.S. Joint Forces Command - "Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation". The RAND study concludes that the war in Iraq might be salvageable if the "American Brand" could be integrated in Iraq daily life. But selling a war isn't easy.
The report talks about segmentation, positioning, and branding. It actually contains good marketing concepts. It even has this gem:
10 Easy Steps To "Social Marketing"
Step 1: Know Your Program Focus
Step 2: Move the Movable
Step 3: Clearly Delineate Your Objectives and Goals
Step 4: Know Your Market and Competition
Step 5: Design a Product Just for Them
Step 6: Make Prices as Low as They Go
Step 7: Place the Product: Location, Location, Location
Step 8: Create Messages That Stand Out and Are Motivating
Step 9: Get the Message Out
Step 10: Monitor and Evaluate the Success of the Campaign
American values should be promoted, such as freedom of speech, freedom of religion, democracy, and "The American Dream". The thing is, the American Brand exists. It's been developed over 230 years. It's had it's highs and lows. It's been formed by the sweat and blood of millions of men and women. The key to branding is that all your "touchpoints" have to create a consistent message. The Executives in the corner office have decided to reposition and rebrand. Soon, there may be nothing left of the old brand but a slogan.
