It’s a little crazy to change a brand name you’ve only recently managed to establish. So when Jamil Khoury told me (during his interview for the Reader’s People Issue), that Silk Road Theatre Project, founded in 2002 by himself and his partner, Malik Gillani, underwent a name change three months ago, I was surprised.

Silk Road Theatre Project now has the much less specific moniker, Silk Road Rising.

That’s not a drastic change, but it’s so hard to get brand recognition, I wondered why business-savvy managers like Khoury and Gillani would tinker with a name that seemed to be working.