So does that mean it'll show up in myetherwallet (or whatever wallet being used) automatically as a new token? You'll send the equivalent (or maybe double

) of this new token to all the addresses that currently own TME?
If this is implemented, it will be automatic. Everyone will have equivalent holdings and genesis holders will have the same number of unused batches at the upload of the new contract. This is relatively far down the road right now, but I believe it's important to consider.
That sounds like an airdrop of a new coin to existing TME holders. Not a rebrand. Because you can't just remove TME from their addresses if they don't send it.
Of course, if TME is left to die after that, effectively it will be like a rebrand