If you’ve been on a conference call with OCLC lately, you might have experienced that awkwardness of not knowing who you’re talking to sometimes—OCLC? PICA? Former Fretwell-Downing? Actually, the confusion is small compared to many of the name games that have been going on lately, whether it’s corporate identity, code-names for new products, or the revolving door of corporate leadership. Well, in an effort to get out in front of the impending confusion, OCLC has rebranded itself . . . OCLC. There’s a new logo and a new tag line. Branding and marketing aren’t really my thing, I have to …