I have written on several occasions about the marketing manager's propensity to ask the customers everything he does not have the balls to decide on. In a great article from Landor about how not to do naming (here via Stefan) I found this gem:
"6. Have a focus group to pick the winner
As a rule, it's smart to entrust strategic business decisions to someone who trades an hour of their time for $25 and a few handfuls of M&Ms. Research proves that a focus group is the best way to pick the winning name. The dynamics of a focus group, in which participants naturally compete for World's Biggest Brain and Most Piercing Wit, ensure that only the fittest names survive. Be sure to ask which name they like most and which will be most successful, because customers know a winner when they see it — oh yes they do."
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.