Go for a distinctive name.
- The days of the SEO keyword brands will soon be over. As stated multiple times here on Quora, shoes.com soon won't get you any further than zappos.com.
- SEO algorythms change more frequently and intensely than brands should. Therefore, do not fully rely your brand on it.
- Your brand obviously consists MUCH more than your brand name. Again, do make your brand name a self purpose, it is just the name, not the full brand (and that comes from a guy who is also advising naming).
- If you want to make your brand name sticky in people's heads, it is important to remember to provide two things: conformity and disruption. If your name is too disruptive, and people have a hard time connecting it to your business sector or company, you are going to have a hard time. If your brand name is too conform (e.g. a generic term), and people therefore have a hard time connecting it to your brand values or your business, then you will have a hard time, too.
See the answer on Quora: