Whatever it is, make sure everyone is calling it the same thing.
Make sure everyone knows the reason that it is called that “thing”.
Ensure the name and meaning are clear to everyone, put it into your lexicon.
If there is feeling behind it, make sure everyone feels it.
We can call things whatever we want, we can change the name daily (if we want to confuse everyone at large) and we can keep iterating over the same thing over and over again.
But if no one knows why you are changing it and if no one is buying into it? Then it hasn’t changed at all and all you’ve done is sewn confusion with everyone asking – “What are we calling it now?”