U.S.M.C.A.: What's in a name?

What's in a name? Lots of jokes, apparently, if it's the moniker for the revamped North American Free Trade Agreement.

NAFTA rolled off the tongue and became almost as familiar to Canadians as RCMP and NHL, but the nearly unpronounceable USMCA will take a little getting used to.

The acronym for the United States-Mexico-Canada Agreement was just minutes old when gags about the Village People song ``YMCA'' started bouncing around the internet.

A tongue-in-cheek tweeter suggested there could be confusion with the United States Minority Contractors Association or the United States Motorcycle Coaching Association.

But it's clear President Donald Trump wanted a new name for an agreement he has repeatedly denounced as a disaster for his country.

Jonathan Rose is a political scientist at Queen's University in Kingston, Ontario and he studies political communication and propaganda.

He says Trump is all about branding, and calling the new deal NAFTA-2 would make it seem like the president failed on his promise to repeal the agreement.