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CFPB’s name game reaches its endgame

Joe Mont | December 19, 2018

An effort to rebrand and rename the Consumer Financial Protection Bureau is officially dead.

In one of her first moves since taking charge of the agency earlier this month, Director Kathy Kraninger has spiked an initiative spearheaded by her immediate predecessor to call it the Bureau of Consumer Financial Protection, a subtle change that was nevertheless symbolic of efforts to recast its role, purpose, and priorities.

“I care much more about what we do than what we are called,” Kraninger wrote in an internal—and promptly leaked—memo. Effective Dec. 17, she “officially halted all ongoing efforts to make changes to existing products and materials related to the name correction initiative.”

“For statutorily required reports, legal findings, and other items specific to the Office of the Director, we will use the Bureau seal and the statutory name we were given in [the Dodd-Frank Act],” she...

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