This is a topic of interest to me of late. I was discussing with Aroha the types of names people arrive at for their businesses particularly where a website is the focus of the product or service they're offering. Too often business names are quite generic, without much thought or imagination put into these names.The very next day, The Courier Mail included an article on Brand. It gave these examples - is the biggest online auction site called http://www.auctionsonline.com/, is the biggest search engine in the world called http://www.searchengine.com/ and is Australia's biggest online provider of accomodation called http://www.australianaccomodation.com/? Respectively, these are known as ebay, google and wotif. These are three of the most well known brands around the world. For me, Nike have been the best at developing their brand. Have a look at any Nike gear, and you will very rarely see the word Nike, just that famous swoosh logo. Remember, brand is key. Look to stand out and be noticed! Find the biggest brands in the world and I can assure you most of them are one word.