NBC’s emotional coverage of a tribute for a retired soldier who provided ground security in Iraq for Nightly News Anchor Brian Williams certainly had some unintended consequences. Namely, the discovery that Williams’ claims of being on a helicopter that was forced down by an RPG hit during the 2003 U.S.-led invasion in Iraq are false.

Over the past few years, hundreds of companies have developed programs to support and honor our military and returning soldiers. It is truly wonderful that our country has rallied to support those who make the tremendous sacrifice to defend our freedom and honor in the armed services. At the same time, aligning with the military is also a smart brand move. According to a 2014 Gallup poll, the military continues to rank as the most trusted institution in America, a position it’s held for almost 25 years.

However, as organizations consider the best way to honor, engage and support military families, there are unique considerations that come into play.

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