After a brief appearance at a White House health roundtable, Trump boarded Air Force One and headed straight to Florida. The reason was not a crisis or a meeting with world leaders; it was a ceremony to rename a road after him.
A four-mile stretch of road leading to Trump’s Mar-a-Lago estate has been renamed President Donald J. Trump Boulevard. The road connects Palm Beach International Airport directly to Trump’s private club, making the tribute hard to miss.
Trump arrived just in time for the afternoon event.
“This is a very important stretch,” he said proudly.
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He went on to describe how people would feel when they see his name glowing at night.
“Filled with pride,” he said. “Just pride.”
Trump insisted the pride would not be about him, saying it was meant to be about the country.
This move is just one of many ways he is making sure he is recognized now, while he is still in office, rather than waiting for history to decide.
That approach is part of a much larger trend. Over the past year, Trump’s name has been placed on government programs, landmarks, and even future military ships that do not yet exist. There are Trump Accounts for children’s savings. A TrumpRx website for medication sales. A Trump Gold Card visa costs at least $1 million.
The reach of his name doesn’t stop at domestic programs. There is even a Trump Route for International Peace and Prosperity, tied to a foreign agreement his administration helped arrange.
For most presidents, names come later. Libraries. Schools. Airports. That usually happens long after they leave office. Trump’s approach is different.
He, however, has always treated his name as a product. Long before politics, he stamped it on towers, hotels, casinos, and steaks. Gold letters were part of the brand.
That approach never stopped.
During the 2024 campaign, Trump sold watches, sneakers, Bibles, and fragrances with his name on them. After returning to office, his businesses rolled out Trump Mobile, teased a gold smartphone, and promoted a crypto coin called $TRUMP.
Now the branding has moved deeper into government life.
Even the Kennedy Center was recently given Trump’s name, setting off backlash in Washington. Senator Bernie Sanders responded by introducing a bill to stop federal buildings from being named after sitting presidents.
At a White House dinner not long ago, he spoke warmly about a foreign transit route named after him. “They named it after me,” Trump said with a grin. “It’s a big deal.”
Featured image via YouTube screengrab
