"If you're naming an internal product, steer toward descriptive names or evocative names. If you're creating a reporting portal, don't be afraid to call it "Report Portal". Or call it "Butterfly" or "Moonbeam." Brighten people's lives by delivering fun, or ease their lives by not making them remember some obscure acronym. Most of all, remember to be a servant of your customers and that clever is not equal to smart."
http://www.juiceanalytics.com/writing/clever-not-equal-smart-naming/
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