Whatever its economic merits, Obama's fiscal proposal deserves better naming.
Outside of Whitehouse.gov, how often have you seen the "American Recovery and Reinvestment Plan"? Lengthy articles devoted to "Obama's economic recovery plan" or "the stimulus package" rarely mention its actual name. (What CMO would settle for that?)
Could you possibly write about "No Child Left Behind" without its name?
Following on the heels of TARP (Troubled Asset Relief Program) and SCHIP (State Children's Health Insurance Program)--names only a bureaucrat could love--Obama's sophisticated communicators must recognize the need for something catchier.
The people who brought us the "Fair Pay Act" and now the "Middle Class Task Force" could do better on the brand for their landmark legislation.
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