Since 1977, the Marine Corps has used the slogan "The Few, The Proud" to market itself to potential recruits.  Now the Marines think it's time to update their image and create a slogan that better describes their mission.

Washington 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, a spokesman for Marine Corps Recruiting Command, told the Marine Corps Times on Monday. “The new products are going to frame everything that we do as a fight — a fight that we intend to win.”

Other popular slogans the branch of service have used over the past four decades include “If Everybody Could Get In The Marines, It Wouldn’t Be The Marines,” and “We’re Looking for a Few Good Men,” although the officer said the new campaign is not linked with efforts to incorporate women into combat jobs.

“It doesn’t have anything to do with that,” Lt. Col. Caldwell told the newspaper. “It has everything to do with clearly defining who we are and what we do as United States Marines. It’s all about our irreducible fighting spirit. That’s the fighting spirit of the organization and that’s the fighting spirit of all its Marines.”

MCRC plans to submit its new advertising campaign to senior Marine Corps leadership for approval late this year or early in 2017, the officer said.

Some ads in recent years have hilighted the Marine Corps's humanitarian mission, as in "Toward the sounds of chaos":

But most recruits get the idea; Marines fight wars and kill bad guys.  Is it their plan to make that simple mission more evident in their ads?

I hope so.  I recall that when the Iraq War began, several members of the armed forces told the media that they "didn't sign up for this," that they joined the military only so they'd have money to go to college or learn a valuable skill.  I don't recall a single Marine saying something similar.

You would hope the brass doesn't inject political correctness into the new slogan, but this is the Obama years, and anything is possible.