when it comes to naming brands, as one of my favorite sayings goes, "it's not what you name the baby, it's how you raise it." that is, there are plenty of successful brands whose name should be a hindrance but isn't because the product or service is just that good.
there's a chain of convenience stores in eastern canada, however, that requires no such caveat. the name's perfect: Needs. nothing fancy, just a great summation of why the store is important to people.
one could argue the name Needs is a nightmare for search engines, but one would also realize not every business requires good search engine performance to succeed, so one probably wouldn't even mention the issue. good thinking, one.