This was just a fun read, and I agreed with everything except for a small * on the first thing: choosing the right name. Truth: There are better names and worse names, clear names and confusing names, really strong names and really weak names, clear names and confusing names, strategic names and not-so-strategic names. The Rolling Stones is a great name: far better than Little Boy Blue and the Blue Boys.
But, in general, the brand makes the name. It's the gestalt of the whole thing--something good has a way of making for a good name. Is Target a "good" name? How about Radiohead, Dreamworks, Tesla or Android? If these things were crap, names like these could be looked upon much differently. But it's nearly impossible to have your mind go there, isn't it? Their names are good largely because they are good.
Flip side--if your name is lululemon, Dr. Pepper, the Goo Goo Dolls or FourSquare you have to work that much harder to impute desirability into what you call yourself.