@Grant, a new thought for this string and the brief. Can we add this question?:
What future changes are you anticipating that can impact the name that you seek?
Let's say a contest title is: Dog Collar Company (FICTITIOUS contest!)
Names we like: DoggyCollar, DogNecklace, WoofCollar
Names are subbed for a while.
CH comes back and says we don't want dog or collar in the name because we plan to also sell typewriters and apple juice and expand to people, aliens and gorillas.
In such cases, we spent a bunch of time trying to be creative about dog collar on hundreds of names.
So we need to get at (somehow) what plans the CH may have for their business that would change how we should name them.