Part of the meaning of a word is colored by its sounds. Words that rhyme or have alliterative initial sounds may work well for some products but not for others. Certain sounds such as the vowels in tipsy and teenie weenie carry light, diminutive impressions, while the sounds in crunch and plop seem much heavier. Similarly, the sounds p,t,k,ch, j, a,u,o seem harder and more masculine than do l,m,n, ng, sh,s, i,e. The sounds v,f,z,s are generally associated with speed more than sounds such as p,t,b,d,l, and m.
Some experts feel that the letters q,x,z,f, and u tend to evoke negative feelings.
Of course Fudruckers and Compaq have used the sounds to their advantage. On the positive side, the letters a,b,s,t and m are reported to evoke very positive feelings. Being aware of such subtleties may help you narrow your choices. Notice that the difference is communicated as much by the sounds of the words as by the meanings. Some names like Ajax or Mercury evoke powerful images from mythology.