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The TSA Brand

My day Tuesday started with an early morning flight from Atlanta to Ft. Lauderdale. Notwithstanding my joy at being in 85 deg. weather with blue skies, I was afforded one more, very special, experience with the Atlanta airport and the TSA. Special: (adjective) designed or organized for a particular person, purpose, or occasion

Adhering to the notion that a brand is an articulation of who you are in "reality" versus who you aspire to be, I started thinking about the "brand" the TSA might have hypothetically been seeking to communicate when they were created. I am guessing the conversation went something like this:

TSA Administrator - "Thanks for coming today. Due to recent threats against American aviation we need to rethink our protocols. You know, send a strong message.

Consultant - "So the objective is to send a strong message?"

TSA Administrator - "Well, sure. That's part of it. We also want to provide good security."

Consultant - "So which is it?"

TSA Administrator - "Which is what?"

Consultant - "Your objective?"

TSA Administrator - "You are now on our no fly list."

Consultant - "Why?"

TSA Administrator - "For questioning us."

So if you were guessing what the TSA brand really represents, what do you think it is? There is a prize to be awarded for the best response! Geniune, TSA approved luggage locks.

The anatomy of want..

What was your dream?