Some of my favorite gaming moments have been in MP RTS's, whether it was the thrill of sneaking commandos/engineer's into an opposing base, or blocking roads with stealth units whilst I built another base, getting a spot of land and building a ton of Big Bertha's in range of a turtle's base, etc., but there is a good point here, which ties into campaigns and stories now. RTS's aren't always good at this and Ashes had some fun scenarios in the campaign, but there's no character.
Ditto with the meta-unit armies.
One of my favorite touches in a recent game was the way X-COM soldiers would earn their nicknames - have a heavy get a great rocket strike - hello Boom-Boom Rodriguez!
In Ashes, maybe a way to do this is have named areas on maps, and if an army takes it/defends it/loses it then they/their general gets a nickname. Maybe add personalities to the army in the form of generals and some sort of off color scheme to indicate your separate armies with generals on the minimap, and a variety of canned 'zug-zug's for the army, leaders and units based on these.
Could even go with some split tactics if the AI/AI programmer is up to it (Brad? :)) that would lead to a better meta game with armies - needing to get the right army in place to counter an enemy's army/leader as well. Also give more weight to smashing an enemy's army - think Montgomery and Rommel in the desert, etc.
Well, just some thoughts at least.