on the brand of NASA, debate

http://www.brandchannel.com/forum.asp?bd_id=111

Is NASA’s brand lost in space?

• A brand is at its best when it promises to do something. There is no promise from NASA right now, at least no specific promise. In the 60s, NASA promised us we'd make it to the moon. Then they promised we'd have a space station, a shuttle system, etc. Right now, there's no promise. They are in a state of flux, awaiting the next mission. NASA's plight affects us differently because NASA is US. It is a direct extension of the will of the American people, and right now, we're not willing NASA to be our hero. As for the future, that's going to be contingent on setting an actual goal. Tim Johnson, President, Coactive Brand Lab - August 3, 2009

•Keep in mind however, that the NASA brand requires billions, if not trillons of dollars annually to maintain the hype. It is better to not promise anything at all than to promise and fail to deliver. NASA should focus their brand on a new promise only when they have the means and ability to deliver. Lauren Hughes, Brand Analyst, Brandvelope Consulting - August 3, 2009

•Today, co-operation - yes, I mean co-branding - with other nations in a common cause like environmental issues might be a better tack.If NASA were our scientific and technological problem solver for the one issue of global warming, and was the focal point of a world wide effort to find polution-free technologies, the brand would again shine. Martin Jelsema, CEO, Signature Strategies - August 3, 2009 ...I wish that I felt about NASA the way my Dad does, about outer space as an exciting possibility for our nation, however it simple isn't the case in our generation. I agree that NASA needs to become a brand that again captures the hearts and hopes of Americans. Without the motivation to care about the 'brand', no one keeps up with what NASA is doing. I don't believe they have to wait until the next big mission to get people interested, but young people need to have a clear understanding of what NASA does and a sense of the 'brand' it is to get behind it. NASA does need to update itself, so when you think of NASA you think of the future and emerging technology, not the glory days in the 1960s and 70s. I've never been very much into space, but I hope NASA can again get us Americans behind them.