I am now, have been and will be wrong

The washington post had this article on Branding

Although, this seems to directly go against what I said earlier about being straight forward in your marketing, and your name. Recognize that these brand demands are for established companies. Larger ones compared to the startups I address. The entire valuation of your startup is a rounding error to some of these multinationals.
Don't worry about these issues until you're that size. The bigger problem you must address is getting to that size.