Word play may backfire and confuse customers. The name tweaked the moniker of Robin Hood's sidekick, but initially was ruled out. I think the name's worth a million dollars to us now.
Some types of businesses gravitate toward clever names.
It doesn't seem to appeal to law firms, toxic-waste handlers or mortuaries. But retailers, Internet firms and services love to twist words, alliterate, or use double meanings. Such names help them stand out, though occasionally they backfire. Still, companies shouldn't sacrifice clarity for cleverness, suggested Chiranjeev Kohli, a specialist in company names at California State University, Fullerton. In this category is Restaurants on the Run, a Lake Forest, Calif., firm that delivers meals from 270 eateries in Orange, Los Angeles and San Diego Counties to offices, factories and homes.