To be honest, I think staying with Meritum name would be better. At first promoting completly new brand can be more difficult among Steem user, because not every one will understand that this app is based on Steem blockchain, but in the long run, it will be much easier to distinguish this name from:

• eSteem
• jsSteem
• goSteem
• SteemPi

and dozens different projects. Busy.org chose this path, and now Busy is very well recognized Brand on Steemit.