(Photo: Getty Images, Dia Dipasupil)

Nothing can stop the inexorable march of time, and as flowers must bloom and pumpkins must decay, so to must Sean Combs come up with new identities to refresh his personal brand and help define whatever his persona will be until the next time he decides to become a totally different person who still looks and acts largely the same as he did before. In other words, the man who was once known as Puffy, Diddy, P. Diddy, Puff Daddy, Puffy AmiYumi, and probably a few different combinations of “Puffy” and “Diddy” has changed his name once again, and this time it has nothing to do with puff or did.

As Combs announced on Twitter recently, he will now go by “Love, a.k.a. Brother Love.” He referred to this as “serious, serious news” and didn’t want it to come across as “corny,” but it still remains to be seen how long he’ll stick with this. (His Twitter display name, for whatever that’s worth, still says “Sean Diddy Combs.”)

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Until further notice, then, it seems like this guy will be known as Love/Brother Love. Please update your records accordingly.