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More than 30 Trump staffers piled into a conference room in the Eisenhower Executive Office Building adjoining the White House, according to a half-dozen attendees who described the Tuesday meeting.
Mike Dubke, Trump’s communications director, and his deputy, Jessica Ditto, kicked off the discussion of how to package Trump’s tumultuous first 100 days by pitching the need for a “rebranding” to get Trump back on track.
“I think the president’s head would explode if he heard that,” one of the White House officials present said.
Staffers, including counselor Kellyanne Conway, were broken into three groups, complete with whiteboards, markers and giant butcher-block-type paper to brainstorm lists of early successes. One group worked in the hallway.
“It made me feel like I was back in 5th grade,” complained another White House aide who was there. “That’s the best way I could describe it.”
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As for the rebranding remark, Dubke said that had been misinterpreted. “There is not a need for a rebranding but there is a need to brand the first 100 days,” Dubke said. “Because if we don’t do it the media is going to do it. That’s what our job is.”
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Though the White House continues to push for progress on stalled health care legislation, there are only five legislative days remaining once Congress returns from a two-week spring break. Plus, another deadline looms: Trump and the Republican-controlled Congress must still pass a bill before April 28 to keep the government running.
If they fail, a shutdown would begin on Trump’s 100th day in office.