A-Line, that is a very interesting magazine! Thanks for the link.
I do note that some of the "branding" advice given varies somewhat from that of Mr. Hopkins. Fair enough; that's what this forum is all about.
Choosing a name also helps you focus on your business model.
If it is your goal to go "nationwide," with countless franchises, then "Bob Jones Easyborough Electric" would probably not have much value to it.
Likewise, "Overnight Delivery" is a bad choice, if you are not able to deliver as promised.
Sidney Biddle Barrows, in her book "The Mayflower Madam," discusses at some length her business concepts. It was her opinion that a name ought to be short, easy to remember, and convey a positive impression. So, in her case, she chose to call her business "Cachet;" it worked much better for her than, say, "Economy Escorts" or "Rent-A-Wench" might have
That is, she felt the name helped attract customers who were willing to pay a premium ... which she 'justified' by providing a 'better product' than the competition.
(That's one book you really ought to have on your shelf!)