It’s also true that advertising campaigns need to morph to keep up with each successive generation. But the first and immediate response is going to be something like confusion.”

“If your current tagline isn’t generating the response you want, it’s a good idea to change it. Over time, you are going to generate an association with the new tagline,” Amir said. Some people are going to remember the old one. “If you change your tagline now, you are going to increase the variance of what comes to mind when people think about you. On the other hand, Old Spice has successfully reinvented itself from your grandfather’s aftershave to a line of deodorant and soap products embraced by young people. Similarly, clothing retailer The Gap released a new logo in 2010, only to return to the previous white lettering in a blue box after advertising mavens and the public panned the change. Tropicana recast its drink packaging in 2009 and had to retreat to the original after consumers couldn’t recognize the product in its new guise. They and On Amir, a professor at UC San Diego’s Rady School of Management, pointed to examples of branding campaigns that have either cratered or soared. “I feel like whatever problem they’re trying to solve, changing that isn’t necessarily going to solve it.” “I feel it has tremendous strength,” he said. Jon Bailey, founder of the San Diego marketing and branding agency i.d.e.a., said switching out the tagline would be a drastic step. Walcher Communications, a veteran public relations and marketing firm in San Diego. I’m not sure I’d recommend replacing it,” said Jean Walcher, president of J. That slogan evokes emotion more so than other slogans. Tinkering with a successful slogan is tricky, marketing experts said. *Marines have used more than one tagline at the same time.

1982 to 1987: If Everybody Could Get In The Marines, It Wouldn't Be The Marines.

1977 to 1995: Maybe You Can Be One of Us.

1970 to 1978: We Don't Promise You a Rose Garden.

1970 to 1987: The Marines/We're Looking for a Few Good Men.

“We want it to be clearly focused on that fighting spirit of the Marines,” Caldwell said.

In an era where everyone in uniform has been dubbed a “warrior,” the new Marine campaign is expected to focus more narrowly on the “fight” - fighting self-doubt to become a Marine, fighting the nation’s battles and fighting for what’s right back at home as a civilian. “As we look at the new materials that we have designed and are getting ready to produce, it’s not necessarily the best way to end those advertising products that have a different narrative,” he said. John Caldwell, spokesman for the Marine Corps Recruiting Command. “(We) examined the existing tagline and felt that it did an excellent job describing who we are, but it didn’t go further and state what it is that we do,” said Lt. Here’s the apparent problem with the longtime slogan: It doesn’t explain what the Marines actually do, which is fight. The service is putting together a new advertising campaign that could include a tagline to succeed the current one, which has been used on and off since 1976. The Marine Corps may replace its iconic slogan “The Few.

The few the proud the marines logo