President Donald Trump’s “One Big Beautiful Bill Act,” a name that carried his trademark bravado, is being quietly rebranded as the “Working Families Tax Cut.” The move reflects both political reality and the administration’s effort to reset the narrative heading into a heated midterm cycle.

During his latest Cabinet meeting, Trump admitted that while the catchy branding helped push the legislation through Congress, it no longer captures what he wants voters to understand about the law. “I’m not going to use the term ‘great, big, beautiful’ — that was good for getting it approved, but it’s not good for explaining to people what it’s really about,” he said. Now, the White House is stressing that the law’s core purpose is delivering tax relief to middle- and working-class Americans.

The law itself remains deeply polarizing. A Pew Research Center survey in August found nearly half of Americans opposed the measure, with concerns centered on its impact on the deficit and Medicaid. Just 29 percent expressed support. Democrats seized on those numbers, accusing Trump of writing a tax cut for the wealthy. The Congressional Budget Office projected the law could leave millions uninsured and cut nearly $1 trillion from Medicaid over a decade.

Still, the White House insists internal polling paints a different picture. Officials argue that when voters are asked about specific provisions, such as expensing incentives for factories and tax relief for blue-collar workers, support climbs considerably. Vice President JD Vance has been leading the messaging push, visiting swing states like Georgia, Ohio, and Pennsylvania to recast the bill in friendlier terms. Early on, Vance leaned on Trump’s original branding, but by late August he had fully adopted the “Working Families Tax Cut” language — a clear sign of strategic recalibration.

For Trump, the stakes are high. The bill is not only his economic centerpiece but also a symbolic marker of his second-term agenda. He has framed it as a catalyst for a new “Golden Age” of American prosperity, one that he insists Democrats cannot match. Republicans see it as a cornerstone for winning battleground races in 2026. Democrats, meanwhile, are already deploying familiar lines about giveaways to the rich and cuts to social safety nets.

The deeper battle here is one of messaging. Trump’s team believes highlighting blue-collar wage growth — already rising at the fastest pace in decades — and declining costs for groceries and energy will resonate far more than defending the law’s headline price tag. By contrast, Democrats continue to lean on buzzwords like “giveaway” and “handout,” betting voters will recoil at the scale of the tax and spending package.

Ultimately, whether the rebrand works will depend on how voters experience the economy between now and Election Day. If paychecks keep stretching further, Trump’s “Working Families Tax Cut” may resonate as more than a slogan. But if fears about deficits and Medicaid cuts stick, Democrats will hammer it as proof of Republican excess.

For now, Trump has made one thing clear: the age of “big, beautiful” rhetoric on this bill is over. The new fight will be about connecting pocketbook benefits to everyday Americans — and ensuring voters see his economic gamble as their gain.