There are advantages and disadvantages to neologisms. First, marketing professionals and their anxious legal advisors will run into fewer trademark difficulties with new words, due to their distinctive nature. Extremely inventive products and companies that represent new ideas can make their names almost synonymous with the industry itself. Each practically invented their own product class. Neologisms also tend to be more distinctive and globally friendly.
New words have their drawbacks as well.
Even though the neologisms listed above now roll off the tongue, they had no meaning when first introduced. Consequently, neologisms typically take more initial marketing dollars to become recognized. The name is the first skirmish in the battle for consumer recognition, and you would be well advised to make it a preemptive strike. Neologisms can present spelling and pronunciation difficulties as well. This however is typically a near term problem which corrects itself over time and exposure in the marketplace.