Branding as an Extension of War: Bring Back the War Office?
Guest Editor
By Professor Michael Saren
Department of Marketing, Birmingham Business School, University of Birmingham
The US Government has rebranded their Department of Defense as the Department of War. President Trump says this change “demonstrates our ability and willingness to fight and win wars on behalf of our Nation at a moment’s notice, not just to defend”.
Clausewitz said war is extension of politics by other means; nowadays perhaps the brand is an extension of war. NATO has a brand identity manual.