Earlier in the year, I wrote this post about a site a friend told me about called "This Young House."

As of tonight, the name of the site has changed. From now on, TYH will be called "Young House Love." You can read the story about the change here.

Yes, it's highly irksome that a big, successful brand (that shall not be mentioned) took notice of "Young House Love" and its former name and decided to go after it. But rather than get pissed off, I agree with John & Sherry. This is a fantastic opportunity to expand their brand–their brand–without being tied, even subtly, to a brand name that is antiquated and has little relevance to what they do.

John and Sherry are a lot more polite than I am, so I'll say what they might not want to: Fuck 'em.

It seems like a big deal to change a name mid-stream, but it's really not. Sure, it requires a little work, but in the end it's worth it. I used to work for a little website called "The Mining Co." With this name, they saw some success, but let's face it, miningco.com was a bit cumbersome. They quickly realized they needed a name that could be easily recognized, branded, and marketed. In one huge marketing campaign, they change the name to About.com and no one has looked back since.

So here's to a new day, and a new love: "Young House Love."