The document summarizes a presentation given to the US Army about developing an enterprise brand strategy. It discusses establishing a unified brand positioning that represents what the Army stands for while allowing tailored messaging for specific audiences. Developing an enterprise brand begins with creating a brand architecture and refining the brand positioning, value propositions, and messaging platform to guide an overall branding strategy for the Army. The goal is for the Army to be seen as a valued organization that Americans support and want to join through strengthening its brand equity.