Look Forward - Find a name that meets your own purpose. Don't slice and dice creative leftovers.
Anatomy of names -- Combining an activator can be very effective. Activators such as 'Go" or "Q" can make your name an active concept to the user and actually enhance the subject. VisitFlorida, not only tells you where to go-- it tells you what to do.
Clarity - You see the name, you know what it represents. Names convey a message.
Punctuality - Short and to the point. Its a name. It needs to be communicated via print radio and tv ads. I like the billboard example. if you put up a single name by itself and it drives action that's effective. GoGifts.Com for example.
Name Valuation - This is a function of the market associated with the name; the simplicity of the name; and the flexibility of the name.