Crosswords1 min ago
If The Army Can't "be The Best" Who Can?
29 Answers
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Thankfully the defence secretary has seen sense.
Thankfully the defence secretary has seen sense.
Answers
Being one of several claiming to be the best is unlikely to impress, but that is also unlikely to deter those making the claim. It is simply a declared fact until disproved and because it is a desired fact the burden of proof is insurmountab
17:13 Sun 24th Dec 2017
"Market research in May 17 found that Be the Best did not resonate with many of our key audiences and was considered dated, elitist and non-inclusive"
Christ on a bike! If this is the opinion of the policy makers in the armed forces we'd be as well just giving up and scrap the lot.
Maybe get them to stand a few more paces from the drinks cabinet at their next meeting.
Christ on a bike! If this is the opinion of the policy makers in the armed forces we'd be as well just giving up and scrap the lot.
Maybe get them to stand a few more paces from the drinks cabinet at their next meeting.
“if something makes folk feel excluded rather than attract them, then it's failed in it's objective;”
I disagree. If being the thought of being among “the best” makes potential recruits feel excluded then it’s achieved its aim. The Army only wants the best and if it begins to recruit delicate flowers who faint at the idea of being among probably the best trained armed forces in the world they may as well turn it in.
BTW, you don’t measure the effectiveness or standard of an army by how many wars it has recently won.
I disagree. If being the thought of being among “the best” makes potential recruits feel excluded then it’s achieved its aim. The Army only wants the best and if it begins to recruit delicate flowers who faint at the idea of being among probably the best trained armed forces in the world they may as well turn it in.
BTW, you don’t measure the effectiveness or standard of an army by how many wars it has recently won.
Being one of several claiming to be the best is unlikely to impress, but that is also unlikely to deter those making the claim. It is simply a declared fact until disproved and because it is a desired fact the burden of proof is insurmountable because no amount of proof will suffice. Discussing whether something self-declared as the best actually is the best is a waste of time and energy - and decidedly anti-British.
This is not about who or what is "the best", or about the "feelings" of the Defence Secretary or anyone else. The Army want more recruits than they are getting so one of the things they looked at was their ad campaign. The ad campaign appears not to be working because the target "customers" feel alienated by the slogan. Just like Marks and sparks or any other big business which advertises, the ad campaign must deliver the outcome they are paying for....and if it doesn't you change it to one that does. "Feelings" don't come into it.
