What's In a Name

As I have mentioned before, I think, my company was bought by a private equity firm. As such, we're having to change our name. I won't mention it for privacy reasons, but let's just say...it's ridiculous. You have to explain it to people for them to get it. My theory that if you have to explain it, it's probably not a good name, really holds true here. The folks who sold us said they did a ton of market research to come up with it. I call bullsh*t, because if they had, everyone would have rejected it like everyone in the company has. Seriously, it's that bad. But that makes me wonder, if it's that bad...what were the other choices? I shudder to think.