I've seen two schools of thought on that, going for a keyword name (rent.com) or going for a brand name (Google). It seems to be the companies that choose a br

I've seen two schools of thought on that, going for a keyword name (rent.com) or going for a brand name (Google). It seems to be the companies that choose a brand name, witty or not, and build a great product or service associated with the name that do the best overall. Those that get recognized will get more than enough search engine love to rise to the top or the results anyway. "How to pick a good brand name" is beyond the scope of this comment. :-)