When I had to chose a name, I somehow came with a shortlist of three names. Then I put these three names on my desktop as a wallpaper. I wrote them in different fonts, colors and in these three variations: Google, google, GOOGLE. On the first day I hated how one of it looked and dropped it. Then for a week I asked couple of close friends, who are not in the industry which one they liked and there was a clear winner. Of course, you have to be careful in case someone steals you .com registration before you decide.

The other thing I looked for while chosing a name is that important international names are still free: google.de, google.co.uk, etc.