Tired of Lindsay Lohan? So is Lindsay Lohan, apparently. Er, make that just Lindsay.
Mother Dina Lohan has told PopEater.com that her trouble-courting daughter "is dropping the Lohan and just going by" her first name.
Good idea? Bad idea?
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"I don't think it's a smart move," brand strategist Kaira Akita tells us.
"She's been in a position as a celebrity [where it has appeared as if] she's kind of beat the system," Akita says, "so the idea of her going with a one-name moniker makes it appear as if she's higher above us."
Yes, but don't we all love us some Prince and Sting and Madonna?
"I think we expect our pop stars to have that one-name moniker--for our actors, we look at that different," says Akita, who's an actor herself.
"I don't think it's doing her any favors [to be billed] as, Lindsay the actor."
The PopEater.com report suggests Lohan's, er, Lindsay's reputed name change is more about getting father Michael Lohan out of her life than getting on with her Hollywood career.
Still, Akita says reinventions have to start from the inside. Her rebranding advice?
"I would keep the Lohan, and probably drop the hot-model white dresses going to court," she says.