Tanj Founder & Managing Director, Scott Milano, was featured in a recent Fast Company article on the renaming of the Department of Defense to the Department of War.
The DOD isn’t a company, so it doesn’t have to play by the same rules as a corporate rebrand, but Scott Milano, founder of the brand naming agency Tanj, says it fits into one of the buckets he often sees with renaming efforts.
“Normally, when businesses try to rebrand, there’s either a problem, like some sort of brand-specific problem, or in the case of naming . . . there’s a trademark issue, like you can’t use it moving forward,” he says. “Obviously that’s not the case with the Department of Defense.”
The more relevant way to frame it, he says, is when businesses outgrow their name and want to signal something new to the market, as he sees Trump doing with the change from “Defense” to “War.”
“It’s intentionally intimidating and it’s in your face, and I assume that was on purpose,” he says.
Read the full article here.