Branding: A Strategy for Manning an All-Volunteer Army; Strategy research project

摘要

The Army needs to develop a long-term manning strategy to address recruiting, and retaining, an all-volunteer force in challenging environmental conditions. Current short-term tactics such as relaxing entry standards will have long-term consequences. The ability to man the Army and realize the vision of a 'quality' force is challenged not only by the impacts of a protracted war on the attitudes of the youth, and their influencers, but also by the fact that the Army has not created an inspirational identity that could sway their propensity to consider service. This paper will assess current and projected challenges, explore the commitments and concerns of Generation Next, and recommend a strategy built on industry's branding process in order to position the Army for future recruiting success.