What is the name of the company?

After a bottle of Bacardi Black rum, a dispute arose between three people about how to best name an IT company. I’ll immediately warn you that none of us has knowledge in PR or marketing. The text below is an ideological excerpt with my amendment comments.

One person practically did not participate in the dispute, he took the position "offer a better name, then we will think."

Another made several suggestions:

• The name should elevate the company;
• Long names are bad (for example, the proposed compound word is 11 letters);
• Reflection in the name of the functions that the company performs;
• The name should be bright;
• The title should be invented by big-headed people, washed away the work, which in inventing names for firms, so that it [the name of the company] was audible and not funny. For example, it was suggested that these people came up with the word Pentium, but for the Russian market they miscalculated because there is a reduction in “stump”, which is “not comme il faut” in the opinion of this person;
• It is further suggested that the name of the company is the correct set of sounds.

I can not scold him for some contradictory thoughts, because in my opinion, this was the moment when he first tried to generalize his knowledge in this direction.

My reasoning was as follows:

• Exaltation, meaning and length in a reasonable way does not give anything, since there are many fairly well-known companies with unpretentious names such as Google, EuroNet, TurboMilk, Microsoft, etc. For example, the name How Healthy is that all of us are here today.
• Originality will be a pleasant addition since it will save the company from dullness, bad names ending in “service” or “studio” and names like “Katyusha”, “Alina”, etc., a good name TurboMilk;
• And brand development by an external company is nothing but a dishonest way to make money from people with poor imagination.

upd The question is, which of us is more right? For example, the cellular retailers Svyaznoy and Euroset, the first has a name, logo, etc. was created by a team of marketers, the second was invented on the knee, the logo was drawn by a friend of Chichvarkin.

upd2 Analyzing the comments, I understand that I did not correctly name the post and poorly outlined the essence of my idea. It lies in the fact that when creating a brand, its name practically does not affect anything. Obviously bad names like “In love” are excluded when the wrong association immediately arises. Naming agencies are complete nonsense. A proper brand promotion through thoughtful PR.