Even if you choose a good name, someone else can spoil it. Back in school, I had an interview at a pharma company called "Isis Pharmaceuticals." Between scheduling the interview and attending it, the ISIS terror group popped into the news cycle with their brutal execution videos. I didn't make the connection until the next time I looked at my schedule and had to do a double take, lol. When I asked them, the consensus was "yeah, we'll probably have to change the name," and shortly thereafter they did. They are now "Ionis Pharmaceuticals."