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Marines looking for new slogan after 4 decades, will ditch ‘The Few, The Proud’


marines-the-few-the-proud-egaThe Marine Corps slogan, “The Few. The Proud. The Marines.” has been in use for nearly four decades, but it seems things are about to change.

Officials with Marine Corps Recruiting Command say, they are looking into the possibility of changing the tagline, as the Corps is currently working on its upcoming advertising campaign.

The Marine Corps’ ad agency, J. Walter Thompson, is creating campaign material that’s reportedly based on three concepts.

Marine Corps spokesman, Lt. Col. John Caldwell says those three ideas are: “Fighting self-doubt to become a Marine, fighting the nation’s battles and fighting for what’s right in our communities.”

“The new products are going to frame everything that we do as a fight — a fight that we intend to win,” Caldwell told Marine Corps Times.

The goal behind the new campaign is to clearly define who US Marines are and what they do, as well as, to emphasize their “irreducible fighting spirit.”

While the old slogan captured the essence of an ‘elite fighting force’ as did the other taglines in use at the same time, such as, “We’re Looking for a Few Good Men,” officials say they believe the Marine Corps may have outgrown the current slogan.

Caldwell says the new campaign has nothing to do with finding a slogan that’s more inclusive to women.

The campaign proposal will likely be submitted to senior leaders for approval late this year or in early 2017, the Times article said.

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  1. Why not just surrender all Marine posts, make a lateral move to the Navy, and just let the Army take care of fighting wars and such. If these “leaders” are hell-bent on manipulating the Marine Corps to fit their own idiologucal preference, then just phase it out altogether. I served with pride, but watching the toughness slowly wash out of the Corps, I’d rather see it gone than reduced to just another branch of the military.

  2. What “officials” said the Marine Corps has “outgrown” its slogan? The Marine Corps is all about tradition. Leave it alone. So many other things have changed in the last 29 years since I stepped on the yellow footprints, you need to leave some kind of tradition. There is nothing wrong with “The Few. The Proud. The Marines.”
    So I’m assuming that all of the money spent on the new Marine Corps commercials is now considered wasted? They all say – The Few. The Proud. The Marines. This slogan is what we are known for. Next thing you know we’ll be changing the Birthday from November 10th to something else. First to fight, For our Nation, for us all and Protect what you’ve earned is all we need. This is ludicrous! Chesty’s probably rolling over in his grave!

  3. Charles L. Carmin September 29 2016

    Has a Twenty year Marine this change is another attempt to bow to the liberal think tank. I say NO<NO, A old grunt Marine 1stSgt. Charles L. Carmin USMC. Retired

  4. I wonder what the attitude was when this slogan was adapted. Did people complain about the change then? It’s amazing how intransigent some people in the Corps have become. I don’t remember it being that way when I was on active duty in the early 80s. Whatever happened to the ‘adapt and overcome” attitude? or is that something that doesn’t apply when someone wants their own way?


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