The United States Army: Be All You Can Be
商品編號：W48156
出版日期：2026/05/14
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Field)
涵蓋議題：Branding, strategy, public sector
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：United States
產業：Public Administration
事件年度：2023
In March 2023, Brigadier General Alex Fink and the United States Army Enterprise Marketing Office (AEMO) faced one of the toughest recruiting challenges in modern US history. Despite a US$335 million annual marketing budget, the Army had missed its 2022 recruitment target by 15,000 soldiers—the largest shortfall in decades. With shifting cultural attitudes toward work, identity, and service, traditional patriotic appeals no longer resonated with Generation Z. In response, AEMO relaunched the iconic “Be All You Can Be” campaign, attempting to bridge nostalgia and modern relevance. Fink and AEMO needed to decide whether to continue investing heavily in this nostalgic yet modernized campaign or explore new directions that might better resonate with evolving audiences.
教學手冊：The United States Army: Be All You Can Be - Teaching Note
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