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Re-Branding the Military: We Will Help

The U.S. military is thinking about re-branding itself, and a new report suggests the armed forces should even consider product placements - like those bottles of Snapple in Seinfeld - as part of its new strategy. From Reuters: Like the maker of an out-of-favor car or sneaker, the U.S. military needs a new "branding" campaign to earn civilian support in Iraq, Afghanistan and other hot spots, a report for the Pentagon said on Tuesday. "We will help you" could be the pitch, said the 211-page survey by RAND Corp., a nonprofit research group that carries out many studies for the Defense Department. U.S. forces should heed product "positioning" and branding lessons from such consumer-savvy powerhouses as Lexus, Ritz-Carlton hotels and Nike, said the report. That made us wonder: Will Ellen be seen with an Army backpack, dancing across her talk show stage? Or perhaps Ugly Betty's ambiguously gay nephew will sign up for the Navy. What do you think? What are some of the gayest product placements you can think of as the military works to re-position itself as a friendlier brand? Leave your thoughts here in the comments section. - Steve Ralls

Labels: in the news

07-18-07