Depends on the product and inspiration, then I check current internet presence of the name using (http://launchaco.com/) and go from there.
It's complicated and there are a lot of factors to consider in a good name for consumers, but for the entity itself, I say go boring.<p>At the end of the day, I settled for a generic name for my formal structure: "<My last name> Software, LLC" with consideration for filing a more interesting DBA down the road.<p>I think there's good reason to do this. Especially if your brand name is unusual. Your formal name is in a lot of places like contracts or legal documents, and you don't want a bad formal name to scare potential customers away.