It Didn't Work for "New Coke" Either

The "War on Terror" is back on.

In what appears to be a political "New Coke" moment, the President ditched the rebranded name for the "Classic" version.

White House advisors had been pushing a new name for the war, and senior administration officials right up to Defense Secretary Donald Rumsfeld had switched to the rebranded name: "The global struggle against violent extremism."

The rebranding happened quietly, but reporters picked up on it. The changed name was getting more attention than the policy speeches containing it.

So in a speech Wednesday, President Bush went back to the old name, using "War on Terror" five times in a single speech -- and never saying "the global struggle against violent extremism." (NYT) [Photo Credit: The White House]