This makes me scratch my head a bit…

U.S. public image needs new branding

The U.S. military should improve its public image in Iraq and Afghanistan by using consumer-marketing strategies and focusing on the needs of civilians, according to a study for the Pentagon by the Rand Corp.

“Brands such as Starbucks and Apple have captured the hearts and minds of consumers and have reaped financial windfalls in return,” the study said, suggesting the military replace its “force of might” brand identity with one that emphasizes a promise to help local people.

Is it just me, or does anyone else think we are a little behind the eight ball on “branding”? Haven’t our actions over the last 4 years branded us in the minds of our citizens and global community? Will marketing help at this point?

Because of things like Abu Ghraib and Guantanamo and the lack of weapons of mass destruction in Iraq, there is no trust. The general perception is of deception, so reality wins in everyone’s mind. The brand is no longer credible, so spin all you want, it’s what you do that counts.

- Jen Travis