No, not the raiding guild. Not the “top guild on the server” (hehe), of course not that.
When I moved my level 80s to a new server I left behind a small collection of low level alts (max level 30, excluding the DK) including Gwyd, the character I’m levelling with Bryn. I was toodling around in Stormwind on one of them when I spotted someone “selling a guild” in trade, and thought: “Aha! Somewhere to keep all of these characters, without having to hang out in SW bugging random unguilded people to ‘please sign my guild charter’.” I had a quick chat with the seller, arranged to meet him in Darnassus and suddenly Stora, my baby priest cloth warehouse, was a guild leader.
Of a guild called killers.
No problem, says I. I’ll just have a look in the guild interface and it’ll be no … problem … er … hmm. Ok, there’s no “rename this guild” option here. I’ll probably have to go somewhere and buy a “scroll of guild renaming” for a few gold or something. I’ll do some googling.
So, it seems that unless my guildname is against the terms of service and I report myself, there’s no way to change the name of a guild once it’s been established. And, unless I missed it, “stupid” is unfortunately not something the terms of service covers. So we’re stuck with it, I think. Aren’t we?