For many people starting out, they pick a name that has something to do with their business, such as ABC Bricklayers, Accountability (for accountants), Blue Sky Communications. These names all convey some idea about what the company does. Do you ever wonder, however, if you can be too cute? Sometimes it works and sometimes it doesn't.
For instance, if I name a company "Straight Line", what would you think? Would you be intrigued? A straight line indicates indicates something rigid, that doesn't deviate. It would not, to me, mean anything creative. What about "Unlimited Possibilities"? Now that is more intriguing. I would wonder what they offer, even though it too, tells little about the company itself. If you pick something innocuous, such as Strolling, people might just scratch their heads and say "huh"?
Picking a new name for a company is often difficult and requires a lot of thought. It may be something that starts out somewhat bland. Even Apple Computers had a description of their company in the name. By adding the word "computers", it offered up a description. Now people just refer to the company as Apple, in part because it has so many different products.
Richard Branson's companies all have the word Virgin in them. When he started out, it was a cheeky name but in his eyes, the company and its owners were newbies and started a business with little experience. Now they are known worldwide.
So what is in a name? It is your brand and your product. Choose wisely and well and the name could have as much pull as the product you sell.