ARLINGTON, VA: The RAND Corporation consulted with a number of top PR and marketing experts when creating a recently released report urging the US military to think of itself as a brand that must ensure its communications are met with appropriate actions.
The $400,000 report, "Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation," which was commissioned by the US Joint Forces Command (USJFCOM) and is available at www.rand.org, discussed how the military could effectively use ...