General Dynamics has built America's tanks since WWII. However, the Army's new combat strategy called for the end to conventional tanks in favor of lighter, high technology robotic vehicles. Viewed as old-fashioned "metal benders", GD was ill-positioned to compete for future contracts.

Through a highly-targeted beltway marketing campaign, we helped the company make the move from tank to think tank. Under the central idea: "new ground", we wanted to convince Congress and the Army that GD not only embraced the future strategy, but was the only company to lead it.

GD now has a new mission and slogan in which to rally its troops.