A thoughtful and well-written piece from COMJAM: Dear Admiral…
The applicability of these thoughts is not limited to the Navy.
Bureaucratic language and the bureaucratic mindset are not the friends of the true marketing imagination.
2 thoughts on “Pushing Back Against Branding Bureaucratese”
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I see that Admiral Foggo stopped by the discussion thread at The Lexicans, which does him credit.
Regarding the Navy’s current slogan, “A Global Force for Good,” my own opinion is that even if the Navy were entirely devoted to humanitarian operations and nothing else, it would still not be a good slogan, because it’s too abstract.
Both Adm Foggo and the moderator of the USNI blog – The Internet is a powerful thing!