There's a company in town (two blocks from my condo, actually) called "Phil's Ice Cream". They used to be called "Philip's Ice Cream" (the owner's name was Philip) until they got sued by a local restaurant (IIRC), also named "Philip's". They fought it and lost, and had to change their name.

The result? Huge demonstrations of support from their existing loyal customers, lots of free publicity, a new name that's easier to remember, and a thriving business.

Shakespeare said it best:
"What's in a name? That which we call a rose
By any other name would smell as sweet." @>-'-,-