Challenge:

President George W. Bush assigned General Tommy Franks as Commander of the United States Central Command. General Franks needed to develop a brand platform and web presence to facilitate the launch of his book, American Soldier.

Solution:

In June 2004, General Tommy Franks was assigned by President George W. Bush as Commander of the United States Central Command. It is in this position that the world knows Franks best. The culmination of an almost four-decade military career saw him lead American and coalition troops in two strategically unprecedented campaigns in two years – Operation Enduring Freedom and Operation Iraqi Freedom.

After retiring from his post, Franks published his memoirs, American Soldier, in 2004. The book debuted as #1 on the New York Times Best Seller List. The Washington Post ranked Franks’ book the seventh top selling non-fiction book in the nation.

In 2006, after meeting the leadership of the firm through a community project, Franks engaged HCP to launch a brand that would promote his book and himself. In his “retirement”, Franks engaged in numerous leadership speaking opportunities, constantly traveling around the world, informing those who had the desire to learn. He needed a website, broadcast tools and a communication platform where interested people could learn more about his journey.