“Army what?!” was my initial reaction to the Army’s new advertising slogan, “Army Strong.”

The slogan, unveiled earlier this week and to be launched Nov. 9, is part of a $200 million-a-year contract the Army has with a civilian advertising agency. For those prices, the Army as an institution, along with those who serve in its ranks, deserves a homerun of a motto.

“Army Strong” refers to physical, emotional and character strength, according to officials. But if a slogan needs explaining, there’s a problem. Chances are no one asks the Marines the meaning of their longtime gem: “The Few. The Proud. The Marines.”

If it’s any consolation to Army folks unhappy with “Army Strong,” the Air Force’s “Do Something Amazing” and the Navy’s “Accelerate Your Life” slogans aren’t exactly going to light anyone on fire either.

“Army Strong” replaces the much maligned  “An Army of One” slogan campaign used since 2001. That dud needed a lot of explaining and once the Army clarified what “An Army of One” meant, it turned many active-duty soldiers and veterans off. But that wasn’t the audience the Army was after. Military recruiting slogans are meant to attract youngsters to enlist. “An Army of One” was supposed to appeal to the “Me Generation” by highlighting the individual over the group, and the reliance on oneself for achievement.

“An Army of One” should have been reported to the Better Business Bureau as false advertising. Imagine a cocky recruit showing up to basic training and quickly learning the truth: military service is about teamwork, sacrifice, and serving a cause greater than oneself.

One online poll shows most people don’t like “Army Strong” and prefer the Army’s long running and memorable “Be All You Can Be.” Of course, it’s easier to criticize and a lot harder to actually come up with a stellar slogan. Just ask campaign managers and TV commercial execs. 

A golden slogan is an art form. Slogans should be concise, timeless, recognizable and yes, magical. Think of West Point’s motto, “Duty, Honor, Country” and you get the picture.

Now that our nation is well into its fifth year in the Global War on Terrorism it was time for a new Army slogan. In the past, the Army focused its recruitment efforts on highlighting travel opportunities, job skills, and money for college. Those are hard sells these days when recruits are pretty much guaranteed tours to Iraq and Afghanistan.      

Perhaps it’s time to get back to the basics about what joining the Army is really about: Standing up and being counted when your country needs you.  

Does a flashy New York-based advertising agency with its power point presentations, poll numbers and interest groups understand that?

I’m not sure. I do know a good slogan shouldn’t have to grow on you. The magic is either there or it isn’t.