Political rebranding

It seems it is not just products and services that can be rebranded in the hope of making them more attractive to consumers. I was watching the Daily Show with John Stewart last night and he reported that the new American administration under Barack Obama has changed the term "Long War" or "Global War on Terror" (GWOT) to "Overseas Contingency Operation". The term "Global War on Terror" was first used by George Bush after the attacks on the Twin Towers on Sept 11.