What's in a name? In business, quite a lot, actually.
Whether you're selling a product, a service, or both, you want a name attached to it that makes new customers want to buy it, current customers want to keep buying it, and future customers to feel the same way once a decade or two has gone by and trends have changed.
Admittedly, this is not as easy as we'd all like it to be. Some product names have already been taken, while others simply don't have the zip or punch to make a dent in the competition. And still others sound like good ideas when they're first created only to lose their luster over time.
With that in mind, don't be afraid to buck current trends and go for a name with more timeless appeal. Also, don't lose your mind trying to force your business or product to be condensed into a one-word name if a multi-word name works better.
You have to take the long view, as well as a best guess at the name's initial impact. Brainstorm a list and make it as long and varied as you can before trimming it down to the best candidates. In the end, go with one that sounds good, means something important to your brand, is memorable, and makes other people feel good, as well. You can come at it from many different ways, and you shouldn't hesitate to explore your options before making a final decision.
If you stick with those few basic yardsticks, you'll end up measuring success later when your business or product are launched.