The key to boosting the image and effectiveness of U.S. military operations around the world involves "shaping" both the product and the marketplace, and then establishing a brand identity that places what you are selling in a positive light, said clinical psychologist Todd C. Helmus, the author of "Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation." The 211-page study, for which the U.S. Joint Forces Command paid the Rand Corp. $400,000, was released this week.
If you want to better understand how powerful PR interests can benefit from the war and help us extend it, read the report here:
This study considered how the United States and its coalition partners can shape indigenous attitudes and behavior during stability operations via the character of those operations and the behavior of coalition armed forces and those responsible for communication. While successes have been achieved in this regard, U.S. forces stand to benefit from the application of select, proven commercial marketing techniques. As such, we consider successes and missteps from the marketing and advertising industries and how lessons from those events might assist U.S. military men and women. We also present recommendations based on observations and insights from previous operational endeavors, including ongoing operations in Iraq and Afghanistan. All recommendations are predicated on a discussion of the challenges posed in developing effective shaping efforts.
It ought to be pointed out that Madison Avenue peddles really appealing merchandise to flexible, somewhat eager consumers and still has to spend huge amounts of money to get its brands out there and return big profits. The Iraq war, by contrast, is basically loathed by everybody everywhere.
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