Internal efforts are reportedly underway at the White House to "brand" president Donald Trump's first 100 days in office.
More than 30 officials were said to have been involved in a session aimed at finding the best way to show the successes of the administration in its early days.
A White House official told Politico: "One hundred days is the marker and we’ve got essentially two and a half weeks to turn everything around. This is going to be a monumental task.”
Successes are reported to be grouped into three areas, the first comprising job increases, withdrawal from the Trans-Pacific Partnership and slashing regulations.
The second will be a trumpeting of Mr Trumps' introduction of restrictions on lobbying, while the third will herald his security achievements including reductions in people crossing the southern border from Mexico and the recent bombing in Syria.
Efforts were reportedly being led by Mike Dubke, Mr Trump’s communications director, but some of those involved complained to Politico that he had talked about a "rebranding" exercise and that the communications team "did not understand the president's America First message".
Mr Dubke said his "rebranding" comment had been misinterpreted.
He told Poltico: “There is not a need for a rebranding but there is a need to brand the first 100 days because if we don’t do it the media is going to do it. I really wish they had spoken up in the room so that we could have had an open and honest conversation."