I'm creating (again) a Web service which I believe have defined quite well (at least in my and my partner's head). On previous failed projects, we have avoided creating a name for our service and it never took off the garage (many different factors).
We both are software eng. so we tend to jump to super technical stuff. This time we wan't to survey the terrain a bit to see if we find interest among our target clients.
When should we create our service's name? To start building our brand, register a domain, up to registering a trademark. At the moment (early startup stage, we are not far from the designing phase) I'm pushing to find a cool name, but is to soon?