There's a service out there that crowdsources the choosing of a business name for a very reasonable price - $50. It's called Picky Domains. The business specifies in their order what kind of name they're looking for and what it should embody, the maximum number of letters/words they'll accept, whether or not the corresponding domain name must be available, and if they allow numbers/dashes/slang to be in it. Then contributors brainstorm and submit possible names. The client reviews all the submissions and, if they are using one of them, selects the winner. The contributor whose creation is selected gets the reward. Some testimonials indicate the choices given were much better than those from marketing firms which charge well over $10,000.