Use more unique and identifiable artifact id. Do not append unnecessary publish classifier to aseembly.

Replaces #117 which seem to be misunderstood so updating this to be rebased against 4.3.x.

This fix just makes the pom.xml following the conventions and good practicies we do in all other
maven pom's we and other JBoss projects follow: Having artifactid be somewhat unique so when
packaged/assemblied you don't just end up with publish-v-publish.zip but with a more informative
and distinct name like jbosstools-releng-publish-v.zip.