Can not rename Newly imged XPSP3 Workstation

It's friday afternoon and I was planning to finish off this workstation wo the user can have it on Monday. I reimaged it with our standard image and everything went like normal, at least until I wanted to rename it...

Using the normal way, rt click mycomputer and rename it under the name tab, I get access denied. This is not yet on the domain, as it does not yet have a unique name. I rebooted and tried again, changed the workgroup name, unplugged the patch cable from the NIC, still no go.

Didn't find a lot on the internet on this problem. I did try Netdom.exe but I got an indication that it failed.

http://support.microsoft.com/kb/298593

And newsid.exe, both GUI and cmd prompt with the /a option to rename it. Both appeared to run successfully, as the PC rebooted, but when it came up, it was still the old name.

http://technet.microsoft.com/en-us [...] 97418.aspx

Any ideas what else to do?