KENYA-VOLCANO/EXPORTSShakespeare definitely put it best, in that famous balcony scene from “Romeo and Juliet”: “What’s in a name? That which we call a rose, by any other name would smell as sweet.” But what if the original smell wasn’t so great? Will a name change make a difference?

That might have been the purpose behind the Obama administration’s decision to change the name of the U.S. agency that oversees offshore oil drilling — the Minerals Management Service — to the Bureau of Ocean Energy Management, Regulation and Enforcement, or Bureau of Ocean Energy for short.

The name change is part of a redo at the agency, which is being broken up into three divisions so that the same agency that grants permits to drill doesn’t also oversee safety. There will also be a new chief , former Justice Department Inspector General Michael Bromwich, to lead the reorganization. The renovation at the agency comes after criticism over the old MMS’s handling of BP’s Deepwater Horizon well and oil spill in the Gulf of Mexico.

But does BOE — or BOEMRE — come more trippingly off the tongue than MMS? Is it enough of a change? Was it necessary to change the name as the agency itself morphs into something different? And lastly, any suggestions for an improved version of the new name?

Photo credit: REUTERS/Thomas Mukoya (Roses at the Maridadi Flowers warehouse in Naivasha, Kenya, April 19, 2010)