[thraway2016]

procurement, management, finance, and others you need to appeal to

They don't need to appeal to any of these suits. Just the technical decision-makers, whose express job it is to choose solutions on their technical merits, not their spurious emotional reactions.

[siculars]

You can't possibly think that's true. If you do you can't have had much experience in buying or selling technology.

[thraway2016]

Selling, no. Buying, definitely. And names don't influence my decisions. A rose by any other name...

[iamNumber4]

There is a sad fact though is that there are many organizations do not have technical people at the decision making level.

So these Suits you speak of, won't be able to get past the product name, enough to hear any technical merits of why this technology should ever be considered. Due to disfunctional leadership not even having a role of Chief Technical officer, or Chief Informational officer at the senior leadership level. A lot outsource because they don't want to hire/pay for this in house. It also shifts responsibility away, giving the CEO,COO,CFO, etc... the ability to point fingers at an outside entity.

That is a double whammy! internal can't sell/justify it to management, and outside IT providers/contractors can't sell it either.

So while they may be surviving with the current name they have, that does not mean they wouldn't be crushing the market share with a different name. If they are getting negative comments about the product name, then that's a warning that they should do market research to find out how many people would avoid the product because of the name.

But what the hell do I know, I'm making yet another HN comment post.