I am an army of one (idea)
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|The primary issue that many people have with the I am an Army of One slogan is that it is anathema to the breaking down of the individual into a member of the team that basic training is all about. Individualism is lofty and noble, but out of place in the Army. When an infantry unit has to 'take that hill', having Corporal Joe "Army of One" Sixpack think about what's in it for him is a bad thing.
The other major problem, and why the slogan has increased interest, but not increased the number of recruits, is that the Army is bringing a dull knife to a gunfight by trying to recruit based on the material benefits of the Army. The Army is not always fun, does not pay well, and involves getting shot at. The Army would be wise to take a cue from the Marines, and sell the intangible benefits, like courage, esprit de corps, etc. This is the one area where the military has civilian life beat, and should be their main selling point. Play up your strengths.