[konaaceo]

I think there becomes confusion when a company looks at each service as a separate company. It is true while having one encompassing brand name is best practice, having distinct names for product lines and services is imperative. Each one of these products or product lines over time will become its own brand. Apple, Google and 37 Signals are major brands in the tech world to model yourself after.

Additionally, don't fall in the trap of naming your company a weird alteration trying to define your service. Building a brand is about creating a name people identify with a service. The goal is to make it easy for people to remember.