“Contrary to conventional wisdom, the most popular ways of selecting a company name or a product brand are the worst approaches, and they often spell disaster. You want to coin the most motivating, memorable moniker possible that nobody can copy or imitate, a name that will gain you a loyal customer base and may even provide you with a new and independent source of income. In other words, avoid the wildly popular routes for selecting a commercial identifier.”
Link:
http://www.dummies.com/WileyCDA/DummiesArticle/id-2417.html
