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Fortune

Adam Hanft

Government agencies are clueless about branding. The DOGE turmoil shows why they’ve needed marketing campaigns all along

DOGE NIH NSF The National Institutes of Health United States Cancer

(Credit: SAUL LOEB/AFP via Getty Images)

Americans should be throwing ticker-tape parades for the National Institutes of Health (NIH), the National Science Foundation (NSF), and so many other agencies that are now in the crosshairs.

Instead, as President Donald Trump, “first buddy” Elon Musk, and the DOGE-ists have berated and defunded them as rip-offs, the silence of the crowd has been deafening.

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