If there’s one thing at which Donald Trump has succeeded, beyond acquiring wives and making the case for abolishing the Goldwater Rule, it’s branding. Instead of developing real-estate properties itself, the Trump Organization mostly licenses its founder’s name for multi-million dollar fees, in what Forbes once called, “a low-effort, low-risk, high-reward cash flow proposition.” After a string of bankruptcies, Trump rebranded himself as a successful C.E.O. by playing one on a reality-television show, slapping his name on everything from steaks to vodka to menswear in the process. He even convinced 63 million Americans to vote for him, after successfully rebranding Jeb Bush, Marco Rubio, and, eventually, the entire Republican Party.

So it was with Trump’s supposed branding genius in mind that House Speaker Paul Ryan apparently decided to give him the honor of naming the G.O.P.’s forthcoming tax bill. How’s that working out?

Less than 24 hours before the bill is slated to be revealed, the name of the bill has still not been settled and there is still dispute over the name, according to a senior congressional aide and a senior White House official. The sources said it’s been decided that the Ways and Means Committee will have the final say over the name. Still, behind closed doors, there has been back-and-forth between House Speaker Paul Ryan and House Ways and Means chairman Kevin Brady about the name of the bill, including multiple phone calls in the past week. Ryan initially kicked the naming over to Trump because of his penchant for branding, according to a senior Hill aide. . . . Ryan and Brady have pushed back on the name of the bill. However, Trump has held firm. . . . Trump has been insistent that the bill be called “The Cut Cut Cut Act.”

Ryan is reportedly not a fan of that name despite the fact that, as we assume Trump informed him, it’s the height of class.