As part of our client work, we're often required to make recommendations for third-party, off-the-shelf software solutions for our clients. This involves a lot of requirements gathering, research, critical thinking, and other serious tasks I won't go into.

The problem is often that the best solution for the client is saddled with an idiotic name. I don't understand what it is about software developers who think naming their product or company "Dinkytown", "ChumpSoft" or "DooDooFace" (okay, I made that last one up) bestows any sort of credibility whatsoever.

Look, I'm sure it's really cute that your toddler said "DimDim!" one night over dinner, but that doesn't make it a good name for your online meeting application. I actually feel ashamed when I have to tell clients "Um, yes, the program we've chosen is made by, um, ChumpSoft."

You have to wonder what names they discarded before arriving at these winning monikers. "Uh, we wanted to call it Monkeybutt, but uh, Joe's mom thought that was pretty dumb."

Here is a good rule of thumb. If the people using your product are embarassed by its name, you've done a bad branding job. Yes, Google is a silly name too... but at least it's not offensive. Cute MIGHT work, if you're a genius. But if you're just three guys coding in your basement, hoping to make a gazillion dollars from your marvelous Web 2.0 app, please ask an adult for help with your marketing.