How to best name a business?

I am reading this new book, "small is the new big" from Seth Godin. Share with you his criteria.

• A brand name is a peg where people can attach all attributes of your business.


• Should not relate too much to the category your business is in.


• Pick a real English word, or a string of them. "Amazon" is good but "Altus" is bad.


• Be easy to spell and pronounce. "Prius" is bad.


• Don't get too obsess about getting a short web name. "Nickel" is bad and "NickelVenture" is better.


• Attach a great tagline.