The business of naming things is interesting because most of it is bullshit for startups. This applies to everything from Igor's frequently mentioned and unscientific naming guide (turns out great names are the ones that Igor has made up...) to the tips and tricks-y blog posts that pop up every now and then. There simply are no hard rules and very few guidelines that startups can actually follow.
You would think that there would be a couple of well-referenced research papers on the subject given how much resources are allocated to naming products and businesses.