Hi everyone, Throwaway account. Been on HN since 2008, but first time asking anything. Here's the situation - we have a mature desktop product, IT-oriented, with a very good reputation and strong loyal following of people who know about it. Started as a side project, so didn't spend much thought on naming it and just picked something. It finally grew to a point of being worthy of proper marketing and promotion and... that name choice is now a problem. It is hard to pronounce and it doesn't sound nice if you manage to do that. This complicates things when trying to sponsor video channels and podcasts for obvious reasons, but these are one of our best options for reaching people we are interested in. Obviously, we can rename it, but this translates into a massive amount of work, in part because of several years worth of accumulated support/kb/forum material, all of which refers to the existing name. Another option is to adopt the "Called Hahaha, but written HxHxHx" approach. This feels needlessly complicated if not forced. Third option is to launch a clone of the product with a different name, use it for capturing the ad traffic and then direct it towards the original product. This seems workable, but also a bit too experimental for comfort. --- Anyone's been in a similar situation before? Do you have any experience with renaming a _mature_ product? Thanks!