Finding a resonant name for an organisation or product is a powerful marketing tool. It can position you, attract attention, define your target audience and help establish your values and attitude. But only if it's not a lie.
What makes the difference between a clumsy, confusing piece of writing you stop reading halfway through and one that grabs you? The innate skill of the writer? A big part of it is down to the techniques the writer is using. And you can learn those techniques.