I am not convinced that a name change will do them any good simply because if they do not make other changes it will just be identified by another name.
The Northern Baptists changed their name. Did it do them any good?
My younger years were filled with stories about what the Baptists said about the Catholic Church where my mom lived in Minnesota. True or not I am convinced it served absolutely no purpose to help anyone to come to a saving knowledge of Christ. Since I became a believer my mom has but she would never consider joining a Baptist Church because of what she heard growing up. she stills thinks of them in much the same way she thinks of JW's and Mormons even though she knows they are very different doctrinally. The comments I have heard over the years from her were nothing less than demeaning of the people who went to the Catholic Church. People who go to a particular church may not know anything else and have had no other exposure except from what they hear. So often people are quick to criticize another church but do not like it when someone else points out the problems of the past or present in their own church even if it is 100% true.
So if any Baptist group expects to do ministry in a heavily Catholic area they need to rid themselves of the condemnation and attack mode. About 3/4 of the people who go to John MacArthur's church come from a Catholic background.
I actually tend to agree, with one caveat... Southern Baptist still does not work in the north, mostly because there are not enough of them so that they are common and because of that, the perceptions are skewed against them.
I'm ministering in the North... I get it. I've also served in the upper-south, where Baptist is a common thing. South of the Ohio River, Baptists are seen as mainstream, okay, doing good things, helping communities, most persons in any given community are probably either aware of them or even members with them. North of the Ohio River, Baptists are seen as some form of cult, snake handlers, places were weird preachers do weirder stuff, and distinctly some place to be avoided at almost all cost. Persons coming into a Baptist congregation in the north do so at the risk of being shunned from their family and community -- much as a Catholic might be treated in Alpharetta, Georgia, where there is but one Parish. In Wisconsin, there is a Lutheran and a Catholic parish in every community of a size (or not) to sustain them. That is certainly not true of Baptist works, especially SBC, where only 1/3 of all the counties (COUNTIES) in the state have been entered so far.
There are about the same number of SBC congregations in the two-state convention of Min/Wi as there are in Jefferson County (Louisville) Kentucky. The other brands of Baptist are not doing that much better, and when they are present (about a total of 2/3 of the counties have at least one) they are small, running below 100 and often below 25 in number.
The NAME makes a huge difference for the MISSION in pioneer territory like Wisconsin where the evangelism percentage is about 3% for some areas!