Donald Trump admitted on Tuesday that he really wanted to rename the Gulf of Mexico the “Gulf of Trump”—but his own advisors talked him out of it.

“I was going to call it the Gulf of Trump, but I thought I would be killed if I did that,” Trump said during an 80-minute White House press briefing marking his first year back in office.

THE DETAILS: The 79-year-old president went on to describe how his staff had to intervene. “I wanted to do it, I wanted to. My people worked so hard—’Sir, I don’t think it’ll look too good,'” Trump recounted. “‘I’m telling you, it’s a good thing.’ No, but I decided not to do that.”

Then came the classic Trump walkback-that-isn’t-really-a-walkback: He claimed he was “joking” and “not going to call it the Gulf of Trump.” But seconds later, he couldn’t help himself. “The Gulf of Trump. That does have a good ring, though. Maybe we could do that. It’s not too late.”

Narrator: It probably is too late. The body of water has been officially rebranded as the “Gulf of America.”

OF COURSE: This tracks perfectly with Trump’s obsession with slapping his name on literally everything within reach. The administration has claimed to rename federal buildings after him, including the U.S. Institute of Peace and the Kennedy Center—though Congress hasn’t actually approved those changes, which is legally required.

But wait, there’s more. Trump has also named upcoming “Trump Accounts” for children born between 2025 and 2028, launched $1 million “Trump Gold Cards” for visa seekers, put his face on the America the Beautiful National Parks pass, and is pushing for a proposed 2026 semiquincentennial $1 coin featuring—you guessed it—himself. An administration official even said the public could soon see “Trump cards” from banks as part of his credit card interest rate cap plan.

BUT BUT BUT: Trump justified the Gulf renaming by claiming the U.S. owns 92 percent of the shoreline while Mexico has just 8 percent. “Why is it the Gulf of Mexico? It should be the Gulf of America,” he said.

That’s not remotely accurate. The water and shoreline between the U.S. and Mexico are nearly evenly split, with Cuba claiming a little over 5 percent as well. But since when has Trump let facts get in the way of a good branding opportunity?

BOTTOM LINE: The president of the United States genuinely wanted to name a major body of water after himself and only backed off because his handlers warned him about the headlines. And even then, he couldn’t stop himself from floating the idea again on live television. The man who built an empire on putting his name in gold letters on buildings is now doing the same thing to American geography—and he’s not even being subtle about it.