Aspire to acceptable mediocrity

[Dr Jekyll]

http://www.bbc.co.uk/news/uk-42469901

It seems there was a plan to ditch the slogan 'Be the best' because it was elitist!

Surely that's the point. Fortunately wiser heads prevailed.

[Blaster72]

Nice way to spunk half a million quid

[skyrover]

The greater danger for most of us lies not in setting our aim too high and falling short; but in setting our aim too low, and achieving our mark.

Michelangelo

[motco]

The Wail reports that the Army has spent £2 million on a marketing consultancy because the motto 'Be the Best' is too elitist. What do they want? 'We're really quite fierce so you'd better look out!'

Next time they whinge about being underfunded they must be reminded that they wasted two million quid on some sit-down-to-piss nancy-boy marketing outfit in order to degrade the Army's status. Bloody outrageous!

[Kermit power]

I'm in two minds over this one.

Yes, it's a lot of money, but on the other hand, if the Army are accurate in their belief that the brand identity is making it difficult to recruit the new soldiers they need, then surely we shouldn't be merging jingoistic politicians get in the way?

[Getragdogleg]

2 million is sod all to the Army, its not even the Tea bag bill for a year, Spending money on marketing the army is barmy but I doubt its the only waste that will go on this coming year.

At least some ad wonks in red trouser braces Hipster uniforms get some cash to pay the gentrification bills for a bit.

[98elise]

motco said:

The Wail reports that the Army has spent £2 million on a marketing consultancy because the motto 'Be the Best' is too elitist. What do they want? 'We're really quite fierce so you'd better look out!'

Next time they whinge about being underfunded they must be reminded that they wasted two million quid on some sit-down-to-piss nancy-boy marketing outfit in order to degrade the Army's status. Bloody outrageous!

I honestly don't get why branding for non consumer items costs so much.

I used to work for a large company which was going to demerge a small part of its business. It spent a huge amount on bringing in a consultancy to brand it. The new brand was launched with presentations, roadshow etc explaining how the logo reflected our core values...blah...blah...blah.

Before it was implemented that part of the company was sold to another company. The new entity was then rebranded (again) by two senior managers sitting in a room and coming up with a new company names etc. Cost was zero.

[snuffy]

BBC article says 'said market research carried out by the MoD showed the slogan "did not resonate with many of our key audiences". '

So the MoD does market research on it's key audiences ? Give me strength, it's the Army FFS.

[steveatesh]

skyrover said:

The greater danger for most of us lies not in setting our aim too high and falling short; but in setting our aim too low, and achieving our mark.

Michelangelo

A few years ago my city councils “vision” for educational attainment in its schools was to meet the national average. With thinking like that at the helm it’s no wonder the city is in decline.

[Oakey]

98elise said:

I honestly don't get why branding for non consumer items costs so much.

I used to work for a large company which was going to demerge a small part of its business. It spent a huge amount on bringing in a consultancy to brand it. The new brand was launched with presentations, roadshow etc explaining how the logo reflected our core values...blah...blah...blah.

Before it was implemented that part of the company was sold to another company. The new entity was then rebranded (again) by two senior managers sitting in a room and coming up with a new company names etc. Cost was zero.

BP spent millions on rebranding, $211,000,000 to be precise

[anonymous-user]

I like the suggested motto for the RAF:

"To kill people and break their stuff"

[greygoose]

Breadvan72 said:

I like the suggested motto for the RAF:

"To kill people and break their stuff"

Plumber required, apply to Royal Navy now.

[Biker 1]

'Dated, elitist & non-inclusive.....' WTF does that actually mean, particularly the non-inclusive bit?

[greygoose]

Biker 1 said:

'Dated, elitist & non-inclusive.....' WTF does that actually mean, particularly the non-inclusive bit?

It doesn't appeal to those who aren't the best I suppose.

[g3org3y]

greygoose said:

Biker 1 said:

'Dated, elitist & non-inclusive.....' WTF does that actually mean, particularly the non-inclusive bit?

It doesn't appeal to those who aren't the best I suppose.

Army
Better than jail


I won't even charge them (because it's Christmas)

[anonymous-user]

They clearly watched Peter Cook doing 'Alan Latchley - Football Manager' and his theory of equal playing capability, get everyone down to the same level. There's no excuse for skillful players playing better than the others.

[citizensm1th]

Royal Air Force "reach for the (five) stars (hotel)"

Royal Navy "sunshine cruises"

Army "got any change gov?"

[cptsideways]

Whatever they come up will not be as good, obviously

[greygoose]

g3org3y said:

[quote=greygoose]

Biker 1 said:

'Dated, elitist & non-inclusive.....' WTF does that actually mean, particularly the non-inclusive bit?

It doesn't appeal to those who aren't the best I suppose.

Army
Better than jail


I won't even charge them (because it's Christmas)

[PHuzzy]

When I was serving it was commonly rebranded anyway, even used the same tone as the adverts.

Join the Army. Be Depressed.