If you walk up to a stranger on the street and ask them to name an American military slogan — any American military slogan — chances are they’re going to say the following:

“The few. The proud. The Marines.”

Come next year, however, they may be chanting a defunct mantra, because according to United States Marine Corps officials, they’re seriously thinking about switching it up, and getting rid of the classic motto.

The reason? It doesn’t really say anything. It’s not telling enough.

This from the Marine Corps Times:

“’The Few, The Proud’ does a great job distinguishing ourselves from the other branches and making us prestigious to recruits, but it doesn’t say anything about what we do or why we exist,” [Lt. Col. John Caldwell told Marine Corps Times. “We believe the new campaign products require a unique tagline to achieve the effort’s objectives.”

The new advertising campaign will show Americans how the Marine Corps is different from the other services and reinforce “the elite — almost spiritual — standards the nation has for Marines,” Caldwell said. The service’s contracted advertising agency J. Walter Thompson is creating campaign material.

“The new products are going to frame everything that we do as a fight — a fight that we intend to win,” he said.

Savor this kind of bravado while you can — before it’s a dinosaur?


Officials aren’t saying what they’re leaning towards in regards to the replacement, but they did provide a few clues: “fight” is going to be a big part of it. So is the victory over self-doubt — and battling both domestically and abroad.

Approval of the revised slogan will come either at the end of this year, or at the start of 2017.

Anyone have any ideas?