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Space Exploration: Real Reasons and Acceptable Reasons, Mike Griffin
"We have a very interesting conundrum at NASA, and we have been spending a lot of time lately thinking about it. In national polling, NASA as an American institution enjoys a hugely positive approval rating, broadly in the range of 65-75%, an amazing result for a government agency. But when you ask people why, they are not really sure, or at least cannot express it clearly. When you ask people what we do, beyond the broad category of "space", again they aren't quite sure. And if you ask them what we're planning to do, they're even less sure. But they know that they love NASA. So NASA has what in the marketing discipline would be called very strong brand loyalty, even though people are not familiar in detail with what we do or why they like it."
Why Explore Space?, Mike Griffin
