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Here's The New Navy Slogan That Took 18 Months And Millions Of Dollars To Think Up
Buck up, sailors: You’ve been accelerating your life as a global force for good in America’s Navy for a long time now, and it’s time for a new sea-service slogan that works for you. That’s why we’re pleased to inform you that, after 18 months of intensive study and millions of dollars to outside consultants, you are now officially “Forged By The Sea.”
Yep, the Navy’s new marketing slogan, which the branch plans on rolling out in a shiny new ad campaign starting during this Saturday’s Army/Navy football game.
And gosh, is the new Navy slogan ever so neat. It’s already got its own website, with memes and videos and an infographic! And according to the Navy, it’s sure to perform well among the “centennials,” which apparently is a real word real advertisers are using now to describe the youngs.
"The Navy is now recruiting young men and women of the Centennial Generation, who have different goals, expectations and information-gathering habits than their Millennial predecessors," Rear Adm. Pete Garvin, head of Navy Recruiting Command, said in a press release extolling the new “tagline” and “branding campaign” for the naval service. "As such, the Navy recognized the necessity to develop a new marketing campaign and media strategy that more effectively reach, educate and inspire the best-and-brightest prospective recruits."
And just how much does that slick new media strategy cost that cost? Like a half a billion dollars — which sounds like a lot, but that’s barely one-fourth of the cost of a guided missile destroyer, and we’ve gone through a bunch of those already this year.
"If you just look here at our collage of numbers and words, everything will be explained."
The “Forged By The Sea” plan came about in 2016 after the Navy “enlisted a marketing effort led by PR shop, Young & Rubicam,” according to Navy Times. Mind you, this wasn’t your typical enlistment contract, because you probably didn’t get offered $457 million for five years to help the Navy brand itself. But look what it bought: a sketchy-sounding strategy to net those potential “Centennial Generation” recruits!
Never mind that the Navy hasn’t missed its topline recruiting goals since Bill Clinton was president: We have to keep reinventing ourselves for the kids. "What we found was that there was nearly 100 percent awareness of the Navy, but zero percent understanding of the Navy's full mission, reach and influence," a Y&R; managing director said in the Navy’s press release. And how do you inform the young people about what the Navy does? Just tell them: “Forged by the sea.” Done!
The best part of this budget-busting sloganeering effort is that it’s a totally original catchline that no one’s ever thought of — except for the well-received 2012 adult contemporary album “Forged By The Sea” and the Massachusetts jewelry company that trademarked “Forged by the sea” last year. (The Navy applied last week for its own trademark, to use “Forged by the sea” on “Puzzles; Toy airplanes; Toy boats; [and] Scale model airplanes,” according to the Patent Office filing.) And it sounds nothing like the Navy’s 1992 strategy, “...From the Sea,” or its 1994 sequel, “Forward… From the Sea.”
Of course, those salty sea dogs who’ve already donned blueberries (or, my God, dungarees) know that there are already plenty of things in the Navy that get “forged by the sea” — like your personnel qualification standards; your eval-time brag sheet; the watch bill; your PCS orders; and the MSDS for that unidentified puddle of chemicals on the deck in your workspace.
Anyway, I could have saved America’s Navy a whole lot of money on that marketing contract. Just steal a page from the Italian sea service, dude:
A Marine wanted for killing his mother's boyfriend reportedly escaped police by hiding inside an RV they'd spent hours searching before towing it to a parking lot, where he escaped under the cover of darkness.
It wasn't until more than two weeks later authorities finally caught up to Michael Brown at his mom's home, which was the scene of the crime.
Brown stuffed himself into a tight spot in his camper during an hours-long search of the vehicle on Nov. 10, according to NBC affiliate WSLS in Virginia. A day earlier, cops said Brown fatally shot his mother's boyfriend, Rodney Brown. The AWOL Marine remained on the lam until Nov. 27, where he was finally apprehended without incident.
No motive is yet known for last week's Pearl Harbor Naval Shipyard shooting tragedy, which appears to have been a random act of violence in which the sailor who fatally shot two civilian workers and himself did not know them and did not plan his actions ahead of time, shipyard commander Capt. Greg Burton said in an "All Hands" message sent out Friday.
Machinist's Mate Auxiliary Fireman Gabriel Antonio Romero of San Antonio, an armed watch-stander on the attack submarine USS Columbia, shot three civilian workers Dec. 4 and then turned a gun on himself while the sub rested in dry dock 2 for a major overhaul, the Navy said.
"The investigation continues, but there is currently no known motive and no information to indicate the sailor knew any of the victims," Burton said.
SEOUL (Reuters) - North Korea said it had successfully conducted another test at a satellite launch site, the latest in a string of developments aimed at "restraining and overpowering the nuclear threat of the U.S.", state news agency KCNA reported on Saturday.
The test was conducted on Friday at the Sohae satellite launch site, KCNA said, citing a spokesman for North Korea's Academy of Defence Science, without specifying what sort of testing occurred.
Since the Washington Post first published the "Afghanistan papers," I have been reminded of a scene from "Apocalypse Now Redux" in which Army Col. Walter Kurtz reads to the soldier assigned to kill him two Time magazine articles showing how the American people had been lied to about Vietnam by both the Lyndon Johnson and Richard Nixon administrations.
In one of the articles, a British counterinsurgency expert tells Nixon that "things felt much better and smelled much better" during his visit to Vietnam.
"How do they smell to you, soldier?" Kurtz asks.
WASHINGTON (Reuters) - Erik Prince, the controversial private security executive and prominent supporter of U.S. President Donald Trump, made a secret visit to Venezuela last month and met Vice President Delcy Rodriguez, one of socialist leader Nicolas Maduro's closest and most outspoken allies, according to five sources familiar with the matter.