"Naming a company has everything to do with articulating its value proposition. "Understand who you are as a company, and decide ahead of time what you want to be known for," says Donna Flagg, principal at The Krysalis Group, purveyor of branding advice for clients such as Goldman Sachs, Merrill Lynch, Chanel and Barneys New York. "For example, Best Buy sends a message to their customers about who they are with their name."

From Forbes' Playing the Name Game

PS: Merrill Lynch has a chokehold on the angry mob demographic.  ¶ 10:20 PM