Nafta Gets a Rebrand

Sometimes a name change is all that it takes to win. Consider the revised NAFTA. By most expert accounts it is a series of minor tweaks (minor, of course depending on whose ox is gored, or in this case, whose cow is milked) that were the result of overdue and ongoing work long before it became a political football.  Trump claims that USMCA “kind of has a nice ring to it,” and while it doesn’t have any ring to it nice or otherwise it does put America first. And for good measure separates the countries the way NAFTA united them. In just one simple name (or initialism, more precisely) Trump has encapsulated his world view: America first, America alone, allies unhappy. One almost has to wonder how branding it “TRUMP” might have played?