The Walton Group, Inc.

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We are seasoned executives who have successfully served CEO’s and corporate leadership teams in designing breakthrough strategies, dynamic organizations, and effective operating processes that accelerate profitable business growth.

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.

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