What you name your company, your organization, your product matters. A lot. If you have to spell out your domain name on your radio ads, you need a new name. (Government contractors are notorious for this, right QinetiQ?) If you have to visit https://bitly.com/ before tweeting your company's name, you need a new name. If you have to explain your name (which we did), you need a new name (so we got one).
The Principal Network is now Doyle-McDonald (http://www.doylemcdonald.com/). I could tell you about all the research and expensive focus-group testing that went into this decision, but I'd be making that up. The fact is we just got tired of trying to explain what "The Principal Network" meant.
"No, not high-tech. Think of a network of communications experts who ..."
"No, no. We are not affiliated with that insurance company, but we do work with the financal services industry ..."
"Yes, we counsel educational institutions but we're not school principals ..."
" No, no, no. It's P-A-L dot com."
Best decision we've made this year.