Pay attention to the roots of the words you're jigging and rejigging to come up with interesting brand names. How the meanings of various words have evolved, been passed down and registered in the conscious to the subconscious corners of the human mind have a lot to do with how people will take to your chosen brand name. Examples: Yahoo means the joy of something and finding something. Googol is a big, big number that means something very mathematical and therefore smart and thus a good person to go to for advise. Mango is delicious looking. Orange is fresh. The roots of a good brand name lie in the connections the words connected to the brand name have made with human beings through the ages. To understand what makes some brand names more succesful than others, understand memes.
Naming note: If your brand-word/name is rooted in a word with a stronger counter-meaning, it will have a very hard time working its way into a space that's already lived in.
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