If you yourself don't understand how 'Recognition, Association and Memorability work both in the human mindset and therefore also the internet your going to struggle. Of course some words are more powerful and business associated than others but, even some obscure words relate to relatively small markets but still a business segment nevertheless. Even common random words can be reassociated.
Even Apple started out as 'Apple Computers' once the association had been established then wholla. A very clever motif of a bitten into apple and the original rainbow colouring gave them an association aside from simple apples.