Tropicana recast its drink packaging in 2009 and had to retreat to the original after consumers couldn’t recognize the product in its new guise. They and On Amir, a professor at UC San Diego’s Rady School of Management, pointed to examples of branding campaigns that have either cratered or soared. “I feel like whatever problem they’re trying to solve, changing that isn’t necessarily going to solve it.” “I feel it has tremendous strength,” he said. Jon Bailey, founder of the San Diego marketing and branding agency i.d.e.a., said switching out the tagline would be a drastic step. Walcher Communications, a veteran public relations and marketing firm in San Diego. I’m not sure I’d recommend replacing it,” said Jean Walcher, president of J. That slogan evokes emotion more so than other slogans. Tinkering with a successful slogan is tricky, marketing experts said. *Marines have used more than one tagline at the same time. 1982 to 1987: If Everybody Could Get In The Marines, It Wouldn't Be The Marines.1977 to 1995: Maybe You Can Be One of Us.1970 to 1978: We Don't Promise You a Rose Garden.1970 to 1987: The Marines/We're Looking for a Few Good Men.“We want it to be clearly focused on that fighting spirit of the Marines,” Caldwell said. In an era where everyone in uniform has been dubbed a “warrior,” the new Marine campaign is expected to focus more narrowly on the “fight” - fighting self-doubt to become a Marine, fighting the nation’s battles and fighting for what’s right back at home as a civilian. “As we look at the new materials that we have designed and are getting ready to produce, it’s not necessarily the best way to end those advertising products that have a different narrative,” he said. John Caldwell, spokesman for the Marine Corps Recruiting Command. “(We) examined the existing tagline and felt that it did an excellent job describing who we are, but it didn’t go further and state what it is that we do,” said Lt. Here’s the apparent problem with the longtime slogan: It doesn’t explain what the Marines actually do, which is fight. The service is putting together a new advertising campaign that could include a tagline to succeed the current one, which has been used on and off since 1976. Let us help you celebrate your Marine! If you have any questions, please contact us or give us a call at (844) SEMPER-FI.Īnd from all of us here at Marine Corps Gift Shop, we salute your Marine and appreciate your support.The Marine Corps may replace its iconic slogan “The Few. You will be showing your pride for many years to come. In other words, this isn’t something you are going to wear just once. And our designs are built on the highest-quality apparel we could find. What better way to show your support than by wearing custom Proud Marine Parent apparel to your Marine’s graduation!īetter yet, all of our Proud Marine Parent apparel is designed by Marine Corps veterans. You can even choose to personalize your apparel with your Marine’s name, graduation date, and unit logo. And if you don’t see your option available, don’t worry. That’s why we’re happy to say we have you Proud Marine Parents covered – literally – with our huge selection of custom apparel.Ĭhoose from “ Proud Marine Mom,” “Proud Marine Dad,” or whatever your relationship is to your Marine. And we remember how it important it was to see our parents and loved ones showed their support. As Marine Corps veterans, we have been through those grueling 13 weeks of Recruit Training. Here at Marine Corps Gift Shop, we understand that pride. It is a testament to your loved one’s commitment and resolve – not to mention, it says a lot about your success as a parent, too. As the United States military’s most demanding “boot camp,” those who emerge as Marines have earned the honorable distinction of joining the few and the proud. As a parent, few occasions inspire more pride than seeing your son or daughter graduate Marine Corps Recruit Training.Īfter all, it is no small accomplishment.
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