Branding the Army
"As the government and ad agencies gear up their marketing machinery to stave off the recruitment shortfall and avoid possibly having to resurrect the draft, they are encountering a promotional hurdle: the perception that serving in the armed forces means more than merely coming in harm's way. Service, in the eyes of many potential recruits and their families, may mean death."
-- NY Times
"Saatchi & Saatchi CEO Kevin Roberts [the author of LoveMarks] has been telling the Pentagon how to spin the war on terror. His advice? Call our struggle, the Fight for a Better World."
-- BrandWeek
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