AUSN

WINTER 2018

Navy magazine is distributed on Capitol Hill,the Pentagon and naval bases around the world. It provides information that impacts Sailors, their families and the Navy. Navy is published quarterly by the Association of the United States Navy (AUSN).

Issue link: http://digital.ausn.org/i/943821

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19 Association of the United States Navy © 2017. Paid for by the U.S. Navy. All rights reserved. SAILORS AREN'T BORN. THEY'RE FORGED. campaign, the money to rebrand and relabel mobile displays that recruiters use, and the use of Navy assets, came to $10 million over the course of roughly six months. "We plan on sticking with 'Forged,'" Bouvé said. "It's a fundamentally sound idea and identity. It should be our North Star going forward — our common DNA that really connects all of our marketing messages — hopefully indefinitely." "Our research revealed that there was nearly 100 percent awareness of the Navy, but very little understanding of the Navy's full mission, reach, and influence," Garvin said. "Centennials saw the Navy's purpose as one dimensional and strongly tied to defense and combat, which told us that our role within the Department of Defense was not well defined and the wide range of career oppor- tunities the Navy offers was absent to a younger generation. "From our research we emerged with a deep understanding of our organization's purpose and potential — all of which tie back to the sea," he said. "For more than 200 years our Sailors have been tested and shaped by the sea, becoming better versions of themselves. Our new tagline perfectly captures the transformative impact the Navy and the sea has on our Sailors." n Nick Adde is an Arlington,Va.-based freelance writer specializing in defense and veterans' affairs.

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