I am not a marketer but it seems to me that people are too concerned about things like naming, icons and others. There are successful products with bad names (it took years to find consensus on pronouncing “azure”). Craigslist is successful without constant redesigns. At a minimum make only name change and then keep it. I have seen products go through several changes and they pretty much always were in decline and it seemed renaming or redesigning was the only idea management had left.

In short I don’t think it’s that important.