This is great article with ideas and advice on creating an identity for a new business. Jamie White of Overture provides some valuable insight.
“These days Twitter’s always on, our tablets are always on and our minds are always on,” says White. “Things have to be really disruptive to really grab you.” He feels this goes some way to explaining why names that intentionally break the rules of language are the ones that are the easiest to recall; brands like Digg or Scribd stay with us precisely because they are incongruous. “Those things stand out for us,” he explains. “You notice it for its difference, rather than its coherence.”