Debating a change of name for a national monument

There’s something about the word “rebranding” that makes me flinch. It’s too much like something bandied about in a public relations seminar or workshop. I remember, too well, perhaps, when the U.S. Air Force had come up with a new logo that was being sold as a “rebranding” of the old (and unofficial) one that dated back to World War II. In any case, this article discusses the wheres and what-have-you of the proposal to make Coronado National Monument a “national park.”


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