Can you imagine the Girl Scouts of America changing their name to the Greater Sales-gals of America? The Girl scout mission is to build "girls of courage, confidence, and character, who make the world a better place." A huge part of their organization is supported by the sale of the famous Girl Scout Cookies. The cookie sales are not necessarily their mission, per se. However, the cookies are so reknown that they identify with their organization. Folks love the cookies, and by purchasing them, they help support Girl Scouts fulfill their mission.
If you are a Girl Scout, and love to sell cookies to promote your organization, why wouldn't you want the world to know you are selling Girl Scout cookies?
If you are cooperating with other girls to sell those cookies to accomplish the same end (namely, to build your Girl Scout organization and to help young ladies develop a positive image of themselves), why would you set up a table on the opposite side of Wal-Mart's entrance and call yourself a generic name which no one knows and claim to sell Greater, Creamier and Better Cookies when they are the exact same cookie as Girl Scouts are selling on the other side of the open doors? Well, the answer is simple...to me, anyway. You wouldn't.
Unless you were ashamed of Girl Scouts. Or you are opposed to what they stand for. Or you don't like the origin of their existence. Or you don't really want to be a part of an organization which sells cookies each year and think Girl Scouts should grow organic carrots and sell them because they are healthier than cookies. Or you think more cookies will be sold when promoted as Greater, Creamier, and Better. Or you think selling cookies takes away from your main mission--to build courage and confidence in girls, and instill in them a desire to help their communities. Or you simply want to sell different cookies.
It makes me wonder, though. When your family has a name, why would you want to change it and reposition yourself against your family? It makes so little sense to me. Kinda makes me feel like you don't want to be a part of me, or don't want me to be a part of you. But again...that's just me. selahV