The US Army doesn’t have a reverence problem—It has a relevance problem. We’re being asked to re-introduce the modern-day reality of the Army brand, to make it something Americans actively aspire to again, and to bring back that special swagger that makes it unlike any other organization on earth.

The reality of today’s US Army is more powerful than any stereotype. A new fight, on new fronts, has created a new force – hundreds of unique specialties & skills, fighting as much with brains as brawn; with technology as much as tanks.

This is how we inspire fresh new faces to join without breaking ranks with brand tradition.