What's in a name?

I now know why companies spend so much time and money to come up with the perfect name. A bad or, mismatched, name can give a company serious problems in the mind share department. We've been trying to come up with a name that is more descriptive of and appropriate for our business. It's very difficult to find just the right name. Someone can always find something wrong with the name, which is really the point. At some level you have to create brand value by driving value to your customer. The name means everything but, at the same time, means very little. By the way, we had to go outside of the english language to find something we liked. I can't say what it is now but, I will when the time is right.