I'm 43, and when I was of college age I had the impression that Wild Turkey was some crazy get drunk quick and puke later stuff ala Yukon Jack, Peppermint Schnapps, Southern Comfort, etc. I have no idea where this image came from, but that's what I thought it was.
Many many years later I educated myself about all things whiskey and learned that it was a very highly regarded bourbon. Imagine my surprise!
So I totally understand the recent marketing moves with the Russells Reserve brand and little or no mention of "Wild Turkey" on the label.
I think that most of the old time honored bourbon brand names sound very hillbilly to those who didn't grow up in bourbon country, and are a huge marketing problem as far as attracting a new generation of enthusiasts.