I would normally advise against introducing a line of lingerie called “Itches Like Hell,” or a line of cat food called “More Hairballs.” Likewise, if we were on the eve of birthing the world’s first critical thinking movement, I might look for a more positive-sounding brand name than "skeptic."
But let’s not waste our time. The eve has passed, the movement has been snowballing for years and, with it, "skeptic" has strongly emerged as moniker-of-choice. Trying to change the name now would be about as fruitful as trying to get old movie buffs to start calling the late, rough'n'tough cowboy actor John Wayne by his given name, Marion Morrison. "Skeptic," at least for now, is here to stay.
Not to worry. Many respected brands rise above names which, in isolation, might not seem optimal. For a modest sampling, consider names like Smuckers, Wii, Dick’s Sporting Goods, Grey Poupon, Virgin, Crab Shack, Dress Barn, The Beatles, PMS (Pantone Matching System), Chubb, Gap, BJ’s Wholesale Club, Allied Waste, Athlete’s Foot, Costco, Beano, and Seimens. By comparison, making something positive out of "skeptic" doesn’t seem so daunting after all.