Selling the Canadian Forces' brand to Canada's youth

PurposeThis purpose of this paper is to facilitate the exploration of marketing strategy in general and branding strategy in particular for a non‐profit, governmental institution.Design/methodology/approachStudents are taken to 2005 when the Canadian Forces needed to increase recruitment. Canada's ageing population and the war in Afghanistan were just two of the many reasons driving an immediate focus on signing up new young Canadians. However, the task was proving more difficult than anticipated.FindingsA particular challenge lay in that the army's brand – always conservatively constructed to reflect the more peaceful side of military life – had served to alienate many would‐be soldiers who interpreted this portrayal as patronizing and boring. However, a new campaign focused on the more militaristic realities of war might have served only to put off the families of potential recruits to whom these youths turned for advice and support. With the face of the military presented largely through its recruitment campaigns, the Canadian Forces' marketing department needed to do some introspection in order to determine how to proceed.Originality/valueThis case serves to highlight the importance of branding and marketing strategy in a non‐traditional setting and related prompt discussion and learning. This case is intended for classroom use only. It is not intended to demonstrate effective or ineffective handling of a business situation.