It looks like the SBC may be adopting a new name (at least in a way). I am certainly one that puts a lot of stock in the name of an organization. Look at the name of this church. It paves the way for our mission statement. Yeah, it is supposed to be catchy, but it is designed to stick in your mind and communicate something about our church. As a web developer in a web design business I recognize the importance of banding (inseparably linked to the name of an organization). The logo and the name communicate what the organization does.
The Southern Baptist Convention is moving towards informally adopting a new name for the convention. The reason for changing to name of the conventions obvious. It is named after a historical split among baptists in the US and based on a geographical region. I have long thought the name of the convention was outdated. The team that was put together has come up with the name "Great Commission Baptists." The idea is to communicate what the SBC churches stand for instead of where they are predominately located. I commend the effort to change the connotations that the current name of the convention has, but as Ed Stetzer says, changing the name is pointless if the actions of the convention don't change.
Just something to think about.