Gut feel v/s Second thoughts

When judging a brand name should you go with your gut feelings about it or think about it, research it, analyse it, cook it and then arrive at a considered considered opinion about it? My gut feeling says that more often than not your considered opinion will not be very different from your gut feeling. For instance, if the names Namix and Brandnama were to be analysed and researched for recall, relevance and effectiveness, I think Brandnama would win. And yet, Namix is a more successful brand naming solutions brand. Hmm.