I worked at Time Warner Cable when they got acquired by Charter, and rebranded to their "Spectrum" cable product.

We got a customer email that went:

"Great, you went from being The Worst Company to Speculum, you're literally f*cking us!"

Point is: rebranding is hard and expensive, but it will get more expensive the longer you wait.

If you doubt it's possible for a _mature_ product, remember Kinko's?