Navy Times recently reported on focus-group studies in San Diego and Norfolk that were aimed at determining Fleet opinion of the Navy’s slogan, “America’s Navy: A Global Force for Good.” As many knew, it “doesn’t resonate with sailors and veterans.”1 But it is not only a motto. The idea was to change the culture. This is an important message that must remain part of our vernacular. We must identify the reasons it is not resonating and reinvigorate the Navy’s brand.2
Unveiled in 2009, the current slogan represented an embrace of soft power as a strategy. For those who witnessed “shock and awe” at sea and grew up in an environment that touted a “warheads on foreheads” mentality, this was a major conceptual shift. It fell in line with the 2007 maritime strategy and the aspects in the National Security Strategy of stability and partnership, which deployed forces execute daily.