I've studied branding and specifically naming extensively. There are two important factors: 1) don't go generic or too long 2) memorable wordsmithing improves

I've studied branding and specifically naming extensively. There are two important factors: 1) don't go generic or too long 2) memorable wordsmithing improves initial recall after a person is impressed upon the brand. After you make the impression and deliver the experience: naming does not matter. For example: We no longer associate Hotmail with sex, but when it first came out people were afraid of the impression it would have if your address ended with it. Now, it's second nature as an old(er) web based email service.