Funnily enough, was just talking today with a friend about renaming Cleveland's baseball team (this is relevant, I promise you). Since 1915, we have carried the Indians name and logo - which is simply racist (go ahead and Google it). I am not judging the past by the standards of the present, but it is no longer acceptable to have a caricature of a Native American as our logo. Times have changed. Most Clevelanders do not want to change it, and feel that 'tradition' ultimately trumps any concerns Native Americans have about it, even though most also seem to admit that it's a bit racist...a weird marriage of opinion.
I personally would like to see us revert to being the Cleveland Spiders, our name from 1887-1899. Or, going back further, to the Forest Citys[sic], the name of Cleveland's first professional team from the 1870s. Both names have legitimate history - and aren't racist either. At the very least we need to ditch the "Chief Wahoo" logo.
I mention this to demonstrate that there are legitimate reasons to 'rebrand'. But Allam's arguments ring completely hollow to me. I don't see any great benefit to what he is doing - it all seems focused on shaping the club to fit Allam's vision for his own satisfaction. I don't see the "Hull Tigers" suddenly causing the London-based media to stop treating the team as provincial, or for Americans to come flooding to their TVs. Where is the vaguely-promised 'broader appeal' appealing to? The team is well grounded in a strong local tradition and is supported by a group of dedicated fans - it ain't broke and it don't need fixin'.