Marketing War

No, this did not come out of “The Onion”, this is real news from the Washington Post. It turns out that our failure in Iraq was caused by poor marketing techniques. Who knew?

In the advertising world, brand identity is everything. Volvo means safety. Colgate means clean. IPod means cool. But since the U.S. military invaded Iraq in 2003, its “show of force” brand has proved to have limited appeal to Iraqi consumers, according to a recent study commissioned by the U.S. military.

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.

Helmus and his co-authors concluded that the “force” brand, which the United States peddled for the first few years of the occupation, was doomed from the start and lost ground to enemies’ competing brands. While not abandoning the more aggressive elements of warfare, the report suggested, a more attractive brand for the Iraqi people might have been “We will help you.” That is what President Bush’s new Iraq strategy is striving for as it focuses on establishing a protective U.S. troop presence in Baghdad neighborhoods, training Iraq’s security forces, and encouraging the central and local governments to take the lead in making things better.

[...]

In an urban insurgency, for example, civilians can help identify enemy infiltrators and otherwise assist U.S. forces. They are less likely to help, the study says, when they become “collateral damage” in U.S. attacks, have their doors broken down or are shot at checkpoints because they do not speak English. Cultural connections — seeking out the local head man when entering a neighborhood, looking someone in the eye when offering a friendly wave — are key.

The most successful companies, the Rand study notes, are those that study their clientele and shape their workplace and product in ways that incorporate their brand into every interaction with consumers.

Reading this made me want to puke this morning. I picked up a tee-shirt last week which says:

nation of sheep
ruled by wolves
owned by pigs

How true. We have got to change our government.

Here’s some marketing for you…

New marketing strategerey … “Iraq = War Crime”

(h/t Daily Kos)

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