Not the wisest name-change in the book.

We consulted at length with a brilliant friend of mine, one of the nation’s leading experts on branding. Her advice was direct and powerful: ”Nobody knows what the ‘next majority’ will look like. Maybe President Obama will be re-elected and your hopes of building a new modernized Republican majority will go unrealized for a long time to come.” In any event, she continued, whether Republicans return to majority or remain in minority status, the world of internet political commentary is a world built around individual personalities. Think DrudgeReport, HuffingtonPost, AndrewSullivan.com, Breitbart.TV. Her advice: Put my name on the thing.

– David Frum, on changing the name of his blog to ‘FrumForum’.

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Frum (Yiddish: פֿרום; [frum | frim]), from the German fromm, meaning “devout” or “pious”, is a Yiddish word meaning committed to be observant of the 613 Mitzvot, or Jewish commandments, specifically of Orthodox Judaism. This appellative is used especially in reference to haredim (i.e. the “Ultra-Orthodox”), and to a lesser extent among the Modern Orthodox.

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