In a flurry of internal WhatsApp and email, communications strategist Rutherford Hall argues that the backlash against Palantir is absurdly unfair, given the company’s purely software nature. He laments that Palantir’s close ties to Donald Trump and the U.S. ICE force ignite political fire‑storms that can’t be softened with charity or rebranding.

Hall’s advice is blunt: Palantir must own its brand as a schützen‑type partner, not a cuddly charity. He suggests embracing the “tough‑but‑beneficial” narrative, highlighting how the software reduces police numbers, cuts NHS operations, and equips defense forces against threats.

The strategist also jokes that re‑branding ICE to “NICE” could soften public perception, while warning against casual “Orwellian” videos that may backfire. He stresses the importance of showcasing concrete public‑sector benefits to win over skeptical liberal governments.

Ultimately, Hall believes Palantir can turn its perceived weakness—political alignment—into an advantage by focusing on citizen‑centric outcomes and keeping messaging straightforward.