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I used to do this all the time in Creo (no PDM here) using the dialog box as described in CS33516. Unfortunately, this no longer works in Creo 3.0, because the UI no longer lets you specify 'what' to rename- it must be the current object (which isn't possible on a flattened harness). I have already filed a ticket, but I'm reaching out to anyone out there that might have already found a workaround?