The next project they had, he discovered the name right off, he was sure it was the name, and he bided his time. There came a lull, there were always lulls. As one of the guys scrambled after the take-out menus so they could haggle over lunch options, he slapped his hands on the table. Not too loud, but enough to draw their attention. They assumed he was going to lobby for Thai. They looked at him and he said it: Redempta. It was the name. It stuck. They got paid. Not longer after that he got his own office. He had to admit, it was pretty cool.
It's a nicely written passage with, alas, no resemblance to real-world naming (at least not in my real world). In the fact-based universe, the rare "aha!" moment is always tempered by the sober realization that 90 percent of all names fail the trademark or domain test. What we're looking for is a long, long list of strong names, each suitable not for a love match but for an arranged marriage.
Get the book anyway: it's an interesting premise, a lively consideration of words and names, and a rare glimpse into our little subset of marketing.
(And I have to agree that "Redempta" is pretty cool.)