NO. JUST NO.

International House of Pancakes becomes IHOP and now at some locations trades as IHob???  "Thomas Lifson adds: Two words: 'New Coke.'"

History rhymes.  Coca-Cola had to learn that lesson in the summer of 1985.

Wendy's and Burger King, not surprisingly, have already begun the mockery.  It took Pepsi a couple of weeks to deploy Bill Cosby, still respected in those days, to do a comedy bit repeatedly using words like "new new" and "new old."