Herseth-Sandlin as a Brand Name

I had the pleasure of meeting Representative Herseth-Sandlin at the Northern State University spring commencement.  We didn't have much time to talk, and we spent a lot of that talking about one of my students who went to High School with her.  I found her very easy to like. 

I didn't mention this in the conversation, but as someone interested in political strategy, I think it was a big mistake for her to change her public name.  I have no objections to a woman taking her husband's name, or taking a hyphenated name if she chooses. In point of fact I rather like the Spanish tradition where everyone takes a double name.  Thus from Mario Vargas Llosa, the name of my favorite Peruvian novelist, you can identify both his mother and his father's families. 

But in American politics a hyphenated name is rather unwieldy, as evidenced by the fact that the Democratic front-runner has long since ceased calling herself Rodham-Clinton.  In fact, to judge by her website, she has chosen to drop her last name altogether.  At HillaryClinton.com she is referred to only as Hillary.  I can't think of any male politician who does this. 

Stephanie Herseth was a fine political name, and a politician's name is a brand name.  It should roll off the tongue quite easily.  Herseth-Sandlin is a lot more trouble to say, and it pushes the first name off the other end of the banner for most purposes.  Would I like a transcript of the war room discussion when she informed her staff of this change.  Though I notice that at Re-elect Stephanie Herseth Sandlin, she is almost always referred to as "Stephanie."  Blanchard spots a trend!