What's in a name? When William Shakespeare posed the question rhetorically in Romeo and Juliet, the message was that a surname, with all the historically familial enmities it entails, is independent of the person.
When it comes to Formula 1 teams, it's a little more complicated. A name really can transform the way one is perceived, even when it remains fundamentally unchanged.
Take the plan to rename Scuderia Toro Rosso as 'AlphaTauri'. This is in deference not to a long-forgotten science-fiction B-movie, but Red Bull's clothing line. For those unfamiliar with it, this "creates apparel with the same dynamic innovation that inspired the creation of Red Bull".