unfortunately a logo and 2-syllable odd-sounding name don't make a brand. however, as a cost-effective way to get a name and image, it's relatively pragmatic, especially for those who need it NOW.
lean startup ecosystem = not paying for things you don't need. plain language wins over every time. if a new business with little money needs a name and a logo for a fixed price, this can make economic sense. branding considers the audience and not the founders.