Earlier quoted context omitted.
I feel that the importance of optimizing brand name is over-hyped. A lot of it is retrospective reasoning, arguing why such name is good for popularity after the brand becomes popular.
Legend says Steve Jobs told his two cofounders, who were scratching their heads over an innovative name, that if they didn’t find a name within 24hrs he would incorporate as Apple. Which is good enough and no reason to hold up the whole process for a decent name.
https://m.youtube.com/watch?v=0lvMgMrNDlg
He says it was also because he liked apples, and it was ahead of Atari in the phone book.