Branding by the Department of Homeland Security

by Peter Stinson on 12 March 2008 · 1 comment

in Vault


DHS-logo
Originally uploaded by Tidewater Muse

I saw over at Thomas Jackson’s Coast Guard Report that he received the FOIA information he was looking for. Evidently, the Coast Guard wouldn’t release it, and it had to come from the Department.

Off the cuff, I’d say that’s insane… And then I was reminded of something I’d heard: the Department is attempting to assert it’s brand. Last week I heard that the Department has said that the DHS logo needs to be prominently displayed on the websites of all DHS agencies. Today I saw a Customs and Border Protection car with the DHS logo (and no other).

Perhaps the FOIA thing is part of this branding issue: the Department wants to be seen as a Department; it’s asserting itself, and subordinating the agencies which make up the Department’s assets.

Branding: It’s not just for cereals anymore…

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Ronald March 12, 2008 at 15:37

Sometime the store brand is better than the name brand. Maybe the airports could have their own private label brand of security so customers can get a choice!

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