I don't see what was wrong with "skeptic"."Bright" is kind of obnoxious; I agree. I like the idea of the movement, but it should've been named something else. I'm not sure what, but even "apes" would have been better. In fact, I kind of like apes.
And as far as the issue goes of the term "atheist" having negative connotations, I think that the way to combat that is by simply using the term.
For instance, in small ways, I make no secret of the fact that I'm an atheist. I do things like put it in my Facebook profile or answer honestly when I'm asked. I think that if lots and lots of others did the same, that would help the image of non-theists better than any public relations exercise like this whole "Brights" nonsense.
I think the way to make people think better of non-theists and the irreligious is to simply let people know that many of the people they think pretty highly of already are non-theists or irreligious.