But how much does "Tarsnap" as a brand buy you in the enterprise space, really? Enterprise buyers won't get what it means -- to them "tar" is sticky black goop, not an archiving format. That by itself is no big deal -- if you spend enough, you can get people to remember anything -- but there's no evidence that Tarsnap has that kind of "brand awareness" among that crowd, is there?

I normally would agree, don't throw away a perfectly good brand if you can avoid it. But if the customer has never heard of your brand, and wouldn't understand it if they did hear of it, that's one of the few cases where coming up with a new one could make sense.