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Abstract
The Transportation Security Administration (TSA) was created in 2001 in a feverishly and unceremonious manner, then required to go forward immediately and in mass with an uncompromising zero error tolerance directive. Generally, law enforcement organizations require time to establish themselves by building a familiar and trusted identity with traditions recognized by their customers, the industries they serve, other law enforcement agencies, the media, and from within. TSA was never afforded this opportunity. Despite its many successes and advances during the past 14-plus years, TSA has not been able to cultivate a recognized brand or marque trademark distinguishing it as the premiere law enforcement organization in aviation transportation security in the United States and not viewed instead as hired federal security guards. This backdrop has created a considerable identity crisis for TSA personnel endorsed by some customers and stakeholders, and significantly obfuscates TSA institutional development.