What's in a name?

I remember attending a seminar @K, where this marketing guy from ITC had come. Someone asked him what was the most difficult things they faced when launching a new brand- and pat came his reply- coming up with a name for the brand!

I am at a similiar stage. I am about to register my company and have not been able to come up with a name that I am happy with. At times I think that if someone can name computers after a fruit and actually make a brand like Apple, well then- it won't matter what I name my company :)

But then I think that I want something different, something stylish, something which will make people sit up and notice. Shakespeare and Steve Jobs might not agree with me, but the name is definitely important...