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The DOD Rebrand - by Lulu Cheng Meservey - Flack

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Two years ago I posted a picture from Anduril HQ with Palmer, and people jokingly speculated about what we might have been scheming on. Well here’s the story. Palmer had come up with an idea that sounded crazy and unrealistic, even for him. He wanted to get DOD rebranded to "The Department of War." When he first explained it, it honestly sounded kind of unhinged. At the time, no one thought this was feasible or that it even made sense. But he wasn't being whimsical or jingoistic, he had very specific objectives. Here's what the rebrand was meant to accomplish: (1) Deterrence The credible threat of war with America is one of the greatest forces for peace in the world. "Si vis pacem, para bellum" is a Latin saying meaning, "if you want peace, prepare for war." There is no saying meaning, "if you want peace, prepare for defense." (2) Transparency A more honest name makes clear to Americans what their money is being used for, without obfuscation or apology, and without indulging the stigma

Two years ago I posted a picture from Anduril HQ with Palmer, and people jokingly speculated about what we might have been scheming on. Well here’s the story. Palmer had come up with an idea that sounded crazy and unrealistic, even for him. He wanted to get DOD rebranded to "The Department of War." When he first explained it, it honestly sounded kind of unhinged. At the time, no one thought this was feasible or that it even made sense. But he wasn't being whimsical or jingoistic, he had very specific objectives. Here's what the rebrand was meant to accomplish: (1) Deterrence The…

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