If you’re considering a name change for your company (or a name for a new company) in the coming year, you should definitely have a look at Roy H. William’s latest Monday Morning Memo. It may also convince you to attend your first Wizard Academy.
You’ll want to read the entire memo, but here’s a quote:
Here’s a general overview:
Open Big. Close Big. FMI-LMI
Make us see it clearly. "Memorable" is more important than "Accurate." Be accurate if you can. But above all, be memorable.
Verbs have magnetism. The most vivid order is Verb First, Object Last. But this is not a likely construct for a place name. "We train champions" is an example of verb first, object last.
Modifiers are a mark of weakness. Delete them at every opportunity. Mark Twain said it this way, "Substitute ‘damn’ every time you’re inclined to write ‘very’; your editor will edit it and the writing will be just as it should be."