Re: a new identity, hummmm!
Most corporations change their names to get a flashy new image, or because their old one no longer really describes what they do. 3M hasn't done any "mining" in years. When I worked there, I helped engineer copy machines.
If NARAL had stopped being primarily about abortion, you might have a point.
Phillip Morris isn't changing its name, but is attempting to "diversify" itself away from its image as a tobacco company by picking up outfits like Kraft Foods. Don't think they're kidding anyone though.