There needs to be a common, generic name for the "factions" (which I didn't like because it gives the connotation of rivalry which they really aren't meant to be). In the Havens, we probably spent more time than necessary debating it. While I like "coalition", it is a long-ish word and because it starts with the letter "C", it competes with cwho, clwho, cgwho, etc., which some people mix up enough already. We'd prefer to keep GWHO for simplicity sake and because that's what people are used to but struggled with finding an alternate word (gang, group, gathering). Even if we kept "faction", we'd be stuck with f-something-who to compete with family who. So round and round we go!
Which brings us to our current line of thought. Why are we going through linguistic acrobatics when 'guild' is a perfectly good word that's neutral and makes sense? Do we really need to dive into a thesaurus just to come up with a different term? Other games that have retired guilds seem to go through just this--we can't use 'guild', we have to come up with something else. But why?
So under the banner of semantic simplicity, we are considering keeping the term "guild" (rather than faction, coalition, etc.) to use as the generic name for the new subgroups under cities and communes. Of course, the long, fancy name of the 'guild' could be whatever you like. However, keep in mind that there also needs to be a one word alias (the short name) for coding purposes. Thus, the guild known as the Cathedral of Puppies and Kittens would also be known simply as the "Cathedral".