It happened to CocaCola back in 1988 remember, but people didn't like the new improved "NewCocaCola", even though they had RunDMC promoting it.
https://www.youtube.com/watch?v=mcHCjaBcH7MThey had to bring back the old "Classic CocaCola" along side "NewCocaCola" or people would just drink Pepsi.
Within 6 months they dropped the "NewCocaCola", within 12 months they dropped the word "Classic" from the old one whos sales were booming. The rest is history. They had a hard time for a while though. It hurt the share price and caused uncertainty for a good while.
But for a rebranding, if we need to, yes firehawk71 i do like the "Genesis" idea