You'll need to write a 5 page essay for your reasons that you need to change the name, and the merits of the replacement one.
It will then be reviewed by a panel of members who have also had name changes on this forum, and they will each assign you a balloon animal. If more than three of the panelists agree on the same inflated creature, then they will choose your replacement name. If there is not a 3 way consensus, then they will place a classifieds ad in the local paper selling an undesirable item. If someone calls to enquire about the item within a week, the whole process will have to be redone.
Other than that, it's an easy enough thing to take care of.