They have quite good categorization of names that helps you think about different names: functional/descriptive, invented, experiential, evocative. Specifically, they use term 'experiential name' for names that hint or evoke an idea what the product does, but reserve term 'evocative' for positioning. Virgin is a prime example of evocative name, while e.g. Infoseek is a experiential name.
A quote from the manual:
One important way that evocative names differ from others is that they evoke the positioning of a company or product, rather than describing a function or a direct experience
The guide also highlights how there can be initial resistance for great (evocative) names. For example, consider Virgin Airlines:
"But public wants airlines to be experienced, safe and professional!" or
"Religious people will be offended"
Or Caterpillar:
"Tiny, creepy-crawly bug",
"Not macho enough – easy to squash",
"Why not "bull" or "workhorse" "?
It's a great read.