There are a couple questions which have merged into one.
1) Should we follow the advisor's counsel?
2) Should we change the name of the company?
World changing people with wisdom/savvy and connections don't grow on trees. (Maybe Apple trees) :)
Add this to your whiteboard as you consider the possibilities:
Google was once called Backrub
Starbucks was started by Howard Shultz as a small chain called Il Giornale
Caleb Bradham created a new drink at his drug store in New Bern, North Carolina. But Caleb wanted to go big. He wanted mass appeal. He needed a name change. He renamed it Pepsi Cola.
Andersen Consulting became Accenture
Datsun became Nissan
Jerry’s Guide to the World Wide Web became Yahoo!
Quantam Computer Services was renamed America Online then to AOL
Sound of Music into Best Buy
Apple Computers into Apple, Inc.
Tokyo Tsushin Kogyo into Sony
Blue Ribbon Sports into Nike
AuctionWeb turned into eBay
Pete's Super Submarine into Subway
Firebird become Firefox (by Mozilla)
Here is an interesting one:
Confinity was named to "merge the words confidence and infinity."
One year later, the company was renamed PayPal.
I think the last example is "branding" at work. Confinity had backup.
Who has their finger on the hearts and minds of those your company serves best? (Something an investor will say yes?)
Do the engineers? Do those in the trenches who think about the products and services day and night? Or is a person who is connected and is focused on listening to what inspires people --- and what they share.
The things on your list are movable - changeable. Themes, images, colors, etc. Even without a name change they will most likely evolve. Technology, culture and habits forces the evolution.
"Good enough today is not good enough tomorrow"
I have sat in on too many "branding" meetings to search for the right words, phrases, names. Each time I look around the room... all very bright people, but they have a similar world view. Who in the room recognizes the "Purple Cow" and who understands how it will be expressed that makes people share.
There are days we need to do more than leverage our current foundation of skills and leap forward with a paradigm shift. Maybe the advisor is that person... maybe not.
A fresh set up eyes will ask "what if...". The pros and cons will be considered.
I did not participate with FounderDating - until they announced there was going to be a name change. :) I wish it would happen sooner.
Bill Murray will tell you that he goes up and down elevators or stands at a bar of strangers (long ago). A company name is meant to bring curiosity. In an elevator or bar - or event... introduce yourself to strangers. I am with _______. What is their body language and response to the current name and any crazy names ---- as a test.
Just because someone says so... nope.
But when someone genius asks "what if...." - I listen and consider pros and cons. (A good time for a SWOT analysis?)