[mc32]

Often times the rebranding is mostly by realtors who want to associate with a neighborhood with more cachet or conversely to disassociate from a neighborhood with bad cachet.

No, no, it’s not the tenderloin, it’s lower nob hill (just making that up). But that’s how it goes.

[zwkrt]

It isn't truly a real estate rebrand unless there is some stomach churning cutesy name, like "LoNo"!

[jonlucc]

In case you are as yet unaware, there is a specific 99 Percent Invisible episode about this very thing.

https://99percentinvisible.org/episode/the-soho-effect/

[mc32]

I love it, Acrohoods!