"A dozen words..."
Our objective was to find a name that would be easy to remember, easy to adapt and easy to use in our branding. We agreed that we wanted our name to STAND OUT, but only for the right reasons.
We started brainstorming on the whiteboard and captured all of the ideas that popped up. Some were fun, some were rude and some were just daft. After a while we had a long list of words. We then agreed to exclude words that didn't resonate with the whole team. We were left with a dozen words that we all liked but which didn't mean much individually:
Ballsy, Blinging, Erudite, Rapid, Collective, Honest, Eager, Eccentric, Smooth, Exciting, Rustic, Urban
Someone noticed that the initial letters of these 12 words could be used to spell out the words 'Rubber Cheese' and that was then the obvious name to choose for the company. Since then we have matured (geddit?) a little so we might no longer identify with the same 12 words but you asked how we came by the name and now you know.