Rebranding is fairly common in Second Life – Genesis becomes Exodi, Fleur becomes 5th & Oxford and in this case, FreeSoul became DeeTaleZ. Generally speaking, I think rebranding is going to be more successful if people can remember how to spell your new name. I guess I am a fuddy duddy in this case. I don’t want to spell Details as DeeTaleZ and I struggle remembering how to spell the store name correctly. But, I don’t have to struggle with the clothing and I have no difficulty remembering the good quality and innovative work.