Marketing and Branding a War

With my recent musings on the Future of Marketing, and the Future of War, it is really no surprise that the Bush Administration has rebranded its War on... Conspiracy theorists might suggest that the "Global Struggle Against Violent Extremism," expresses the Administrations Christian agenda with respect to the world. Acronymically, this rebranded "Struggle" is G-SAVE, that some might suggest refers to America "saving" the globe, or perhaps God Saves. If it was a "journey" instead of a struggle, we would have J-SAVE, but I would never suggest such a thing. Oh no, not I!