What Would You Name Your Business

Been giving a lot of thought lately to how one comes up with a name for a business they intend to start.For example in my own business I want to move more into web and graphic design . As such I have been toying with several name ideas for a spinoff company. Of course there are many simple choices like WebDesign R Us, ProDesign, etc ,
...but nothing with real cache though.

How do the names that become the huge household words that truly define a brand come in to being? Hours and hours in the boardroom brainstorming by a committee of 25 expereinced marketing professionals?
Or do they just throw a bunch of letters up in the air and look for a divine branding solution?