In our case, we were inspired by the name of the film Goodfellas - not because we are gangsters (nor are we rappers - every rapper on Cribs cites Goodfellas as a movie to own!) but because it was a good film and we could make a play on the name. So, switch 'Good' for 'Web' and away you go - Webfellas - a group of people that do things with the web.

Next step was to secure the domain names - typically they'd been taken by speculators and were not in use. We contacted a few but as usual they wanted an extortionately high price for the name. The solution - prefix the name with a 'the'. Thus we became TheWebFellas.

At the time, we didn't foresee a problem with this - it's easy - we say our name, people have the business card then they know the address. A quick google for our name would obviously yield the right result.

In practice, however, it hasn't been quite so easy. A lot of people struggle with the 'the' part of the name - so people look for 'webfellas', 'web fellas' or slightly better is 'the webfellas'. People also struggle with 'fellas' - we've been searched for using 'web fellows' - and even at one event we attended then our badge had been translated into 'The Web Fellows'!

I'm not going to get too hung up about the name but obviously we need to do a little work to ensure we come up with a solution to being googled on the wrong name - it makes me wonder how companies with strange names cope, and perhaps IBM had the right idea keeping it simple.

I also draw solice from the fact that the AA seem to have come up against a similar problem - not American Airlines nor Alcoholics Anonymous but the AA!