Years ago, HP had an incredibly powerful product (secure banking server, using NSA's CMW code), placed in all 325 of the largest banks in the world (not kidding) with a very stupid name. I've forgotten it, but it was a humdinger-darlin'-dumba$$ name that meant something sexually grotesque in Swedish or something. I took over as the product manager in 2000, and immediately went for the rebranding. Granted, HP was large, but the rebranding went absolutely great. First, the customers were actually happy to not have to refer to this mature product by a stupid name, and second, the uptake increased almost immediately to encompass about another 150 large banks, who said, "yeah, we wanted the features, but we weren't going to tell our customers we were protected with the "VirtualVulvaScraper" (or whatever the $#%^&&*@!! name was). It only worked to our advantage to do this, and it paid off at every stage. Never underestimate how relieved a customer will be to see a product they like grow up and start using more elegant branding.