Re: Only a genius could answer this
I agree with Brian Turner.
If she wants ABC branding then the url shouuld be ABC not ABCDEF.
You said you wont do a 301?
All page rank and link value would divert to ABC from ABCDEF and would be treat as if it it were ABCDEF, age etc.
I have just done the same thing with a branding change when the original brand name and URL was to similar to an estblished brand.
We were forced to change URl and brand name.
The 301 took about 10 days and believe it or not, the new URL ranks higher than the first one.
My opinion only
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