This seems like something that should be obvious, but I simply can't find it.
I created a Satchmo store using clonesatchmo.py, as indicated by the installation instructions.
I have tried to change the name of the site through the admin interface (going to Sites and changing the display name) and by editing local_setting.py, changing the line:
SITE_NAME = "Simple Satchmo"
to
SITE_NAME = "Anything Else"
By neither change impacts the actual store. Simple Satchmo remains in the title field, mocking me. So, what idiotic thing am I doing wrong?