Charlie Chaplin said "performance is all about entrances and exits," so if you've got a new product to sell you'd best enter with a bang and have something to say.
Louis Cartier had a vision: to design a wristwatch that was both rugged and beautiful (today we call that dissonance). In 1917 he introduced the "Tank" and it went on to become his most famous model.
Drawing inspiration from First World War battle tanks he designed a face that was a square on a rectangle. The sketch above illustrates the evolution of his thinking.
My personal preference is for brand names that are either strongly rooted in a product's design or describe the product's benefit: Papermate, Walkman, Mothercare come to mind.
Tank does both.
It simply means that every time someone mentions the name they're reinforcing the brand's objectives and values––it's free advertising.
Even the name Google has its roots in logic: a googolplex is the number 1 followed by one hundred zeros.
But the Goog is the premier search engine––its algorithms aside––because to Google is a verb whereas to Yahoo is not; it's just not nearly as pronouncable.
How important is a strong name? One of Charlemagne's grandsons named himself Charles the Bald. I'm guessing we'd all rather follow Alexander the Great into battle.