NASA's Global Branding Reach Is Often Under Appreciated
FYI @JimBridenstine @VP – An example of the global brand reach of @NASA – The #NASA International Space Apps Challenge @SpaceApps – In this case @ICKosovo in #Kosovo #SpaceApps #softpower https://t.co/IcG14aVA1v
— NASA Watch (@NASAWatch) October 20, 2019
Keith’s note: This is a perfect example of so-called “soft power”. This costs NASA virtually – literally – nothing. Having worked with folks in Nepal on things related to this, the mere visibility of the NASA logo and recognition by NASA is enticement enough to generate in-country resources and support. Done properly you can have a global awareness of what NASA is and does and spark interest in other nation’s space efforts. And the cases where a country has no space activities, spur their development. One would hope that this becomes part of what NASA includes in its Artemis outreach activities – since the ultimate goal is to go there with other nations.
Understanding NASA’s Global Reach, Earlier post
“A young boy in Chile wearing a NASA t-shirt explains a computer game to Pete Worden from Breakthrough Initiatives. How did he get that t-shirt? Why is he wearing it? … You would think that NASA would want to capitalize on such a potent branding strength. To be certain, they try. Due to Federal regulations the NASA logo cannot be used for commercial purposes or to imply any endorsement without formal approval by NASA. While this limits its use to some extent NASA is able to control its brand – something that is very important. But the one thing that you would think that NASA should be able to do i.e. use that logo in overt advertising and promotion, is banned by Federal law. Congress seems to think that NASA promotes itself too much. Yet they simultaneously chide NASA for not explaining itself better.”
As a Floridan I’m able to visit the space center frequently, stocking up on my shirts. Invariably. Wearing them I’m stopped at the supermarket asking if I work for NASA and what a cool job. I travel quite a bit in Central America as I have a home in Panama. Same reaction.
I think that NASA promotes itself just fine. The entire world recognizes excellence- and that’s what the Agency has come to represent.
And it’s good for those nitpickers like myself to keep it in mind. The Agency is something to be proud of. Period.
Now, about those cost-plus contracts…
The NASA logo may have more recognition than what the agency actually does. I’ve got many mission related t-shirts, commemorating things like the Cassini orbital insertion (well, that one’s worn out) or the MAVEN launch. I rarely get any comments about them. The Stone Brewery “Arrogant Bastard” t-shirt, or the one with the old “tourist season” joke? Those are things people notice. (And, before he drops out of the race, I ought to get a “Make America Think Hard” t-shirt for the candidate promoting MATH…)
But there is such a thing as over marketing and diminution of trademarks. The whole point it to have people notice the label. If it’s too common, people’s eyes just pass over it without noticing.
Why are people in Kosovo and Chile go to the extent to get and then wear another country’s space agency logo?
I’m the sort of cynic who always says, “It could be this, or that, or something else we haven’t even thought of.” What about Goodwill? I know someone who bought a shirt at a thrift shop without any knowledge of the the person named on the front of it. He was actually a bit embarrassed when someone pointed to his shirt and asked, “Who’s that?” Personally, I own a jacket with the American Geophysical Union’s logo on it. That means I went to a conference in San Francisco without packing appropriately, and let the AGU rob me instead of walking back to my hotel in the pouring rain without a jacket. That isn’t an endorsement of the AGU; despite being a life member, I have some objections to the way they do things. So I think it’s interesting that the NASA logo is all over the world. But I’m not convinced that it means everyone all over the world loves NASA. But maybe that’s just me. What was the biblical phrase about someone with a troubled heart and a doubtful soul?
You are being depressing. Don’t post anything more on this topic.
It’s possible to over-analyze things, as in this case: folks around the world admire NASA because it’s cool. Pretty simple, really, although I do enjoy Frank’s usually surprising deep dives.
ESA can only look on in envy as major clothes houses across Europe are pumping out NASA branded stuff.
Meanwhile the ESA ‘meatball’ has only recently stopped being ripped off by Holland’s equivalent of Rite-Aid.
Obviously need to follow federal regulations but not go crazy nitpicking every little potential violation. There may be some around the world producing shirts with the NASA logo without license or someone with a small group downloads, prints hardcopy, and stick a NASA logo on their whatever it may be. A different story of a company using the NASA logo for a product that includes advertising on major network television. Right now NASA has bigger fish to fry i.e. getting a operational lunar lander and a new EVA suit.
Saw so many NASA t-shirts Friday at the local football game in Middle Tennessee, spread across genders and colors. Regular people, not just us space cadets, love the hope and promise NASA represents, and its brand is strong in people’s minds. The ability of NASA to inspire has always been one of its greatest values.
How many Black Sabbath shirts?
None that I recall but a couple Thrasher shirts and skate punk bands 🙂
I believe the key reason the brand for NASA is so strong is that it is a symbol of a better future in a world full of Doom and Gloom prophets and politicians.