While re-branding (if we can actually even use this term in this particular context) has worked wonders in many cases, when it comes to one of the most distinct fashion brands today (or ever for that matter), previously known YSL is now called Saint Laurent Paris. Although this is old news, many bloggers and other media have reported on this topic, I would like to mention this because I like the initiative behind the title "Ain’t Laurent Without Yves".
Whatever Hedi Slimane had in mind when he decided to take this step is essentially his "problem", but at the end of the day I would never risk that kind of a change with "my" already historically successful brand/name. Then again, who knows, maybe he knows something we don't and his decision could be of epic proportions for this renowned house. Time will tell.