Seth explains the evolution of company naming:

A long time ago, the goal of a name was to capture the essence of your positioning. […] International Business Machines and Shredded Wheat were good efforts at this approach.

It quickly became clear, though, that descriptive names were too generic, so the goal was to coin a defensible word that could acquire secondary meaning and that you could own for the ages. That’s why “Jet Blue” is a much better name than “Southwest” and why “Starbucks” is so much better than “Dunkin Donuts”.

Link

As usual with Seth, you get some good and simple advices at the end of the article.

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