How the U.S. Marines brought Rambo and Bono together through research (and why)

This case describes research by the US Marines Corps (USMC) to formulate its positioning for a new generation of young Americans, who were more inclined to see aspirational "service" as working in communities to help others, rather than fighting for one's country.

How the U.S. Marines brought Rambo and Bono together through research (and why)

JWT Atlanta

Summary

No one imagines a return of the draft but, the truth is that the all-volunteer force, (the "legal name" of the U.S. military) continues to be something of an experiment whose success, like that of any commercial marketer's, is far from guaranteed and depends, (again, as with any marketer) on a steady stream of insight and analysis into both the "market" and wider social trends. Recruitment research has grown more sophisticated over the years driven by industry innovation in such things as sampling and...

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