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This article discusses the reinvention of George W. Bush's image during a critical period of his presidency—the 18 months after September 11, 2001. It examines how, during that time, he assumed a mantle of heroic presidential leadership similar to that designed by a previous generation for one of his predecessors: John F. Kennedy. In the “age of infotainment,” however, it remains a challenge for presidents to make the transition from “celebrity” to “hero.” While the currency of celebrity is easy to acquire, the political capital that accrues to the heroic leader in times of national crisis is more difficult to keep. In pursuing the “war on terror,” George W. Bush must beware the “credibility gap” that can impact on the presidency if a president picks the wrong fight and loses control of the way his image is mediated.