The breath of information made available on the CIA website is impressive. Perhaps too impressive: With over 60 buttons and links, the portal stretches from the World Factbook to CIA's Homepage for Kids. Unfortunately, there is little consistency in the design of the pages, creating conflicting connotations and leaving a confused picture. Perhaps this is misplaced subterfuge.

Understandably, the CIA does not want to give the image of people lurking around in trench coats. However, it is unclear what the Agency wants to be known for, unless you dive into the fine print of dry Mission Statements. Brand management is supposed to go beyond the literal and functional to strike at emotions. As a brand, the site does connote some emotions, such as excessive amount of data and lack of coordination, which is probably not the sought-after positioning strategy.