To me, the name is irrelevant.
Its what you build
BEHIND that name that counts.
Examples -
Google - you want to know something? 'google it'
M&S - quality products...but at a premium
Aldi - cheap, but not necessarily inferior quality
Intial Services - the name means nothing...the 'brand' speaks volumes.
OCS - well, do I need to say any more?
Heres just one more....
Ratners Jewelers - a joke. inferior quality. crap product. overpriced.
The name in and of itself means very little. Its what YOU build onto that name. Nobody had heard of Google before Google
MADE you remember their name
Ratners was a well established high street jeweler until the MD made his famous (infamous!) speech. He destroyed the 'brand' overnight.