Here is a good selection of advice and thoughts from Rand Fishkin, Moz's founder, on the subject of naming his startup. Especially on choosing a name that is marketing friendly.
Fishkin first asks about the importance of a name, then proposes 7 rules that will help generate a name that "reduces marketing friction".
If your goal is to maximize your short and long-term odds of survival and success, the name you select should be designed to have the biggest impact on one area of your company: Marketing.
You want a name that:
- Once heard, is remembered
- Doesn’t get confused with something or someone it’s not
- Has high processing fluency (meaning it’s cognitively easy for people to think and talk about)
- Won’t negatively impact potential reach or use