Names matter. Especially in a world of SEO and links, trademark costs and web domain brokers. Yikes, you better pick right.
People need to remember the name of your company. How many awesome new products do you hear about that you can’t google for the life of you? I want to share - or god forbid - buy your product and I can’t get the name right! You’re dead in the water.
Functional names work in industries where figurative names dominate (like songs). Why don’t we get drunk and screw is so obvious it’s shocking. and memorable. no subtlety there. Jimmy Buffet was freaking brilliant.
On the other hand, figurative names work well in industries where functional names are the norm. Amazon, for example, is way better than www.storethatsellseverything.com and zappos works much better than www.shoestore.com, or was it www.shoesstore.com? double consonants are a killer. We had that with www.smythhotel.com. I always want to leave out one “h.”
How does your company's name make your customers feel? How many times do you have to remind people what your company is called? Try before you buy. Test a name for a week and see what people say. And please don't pay $10,000 for a domain name that you haven't tested. Don't wimp out. Get this one right.