For Business Names And Tag Lines, Popularity Shouldn't Rule

Don't turn your search for the perfect name or tag line into a popularity contest! Two instances of this have crossed my path recently.
First, someone I know asked people to vote on the best title for a forthcoming book. That's unwise, because what people say they like in a book title:
* Doesn't necessarily distinguish the book from others
* Isn't necessarily clear, spellable and free of negative connotations
* Doesn't mean those who are the best audience for the book will "get it"
* Isn't always easy to remember and repeat
* May not perform well in search engines
Second, according to The New York Times, the state of New Jersey put its prospective new tourism slogan to a vote. The winning entry, "New Jersey: Come See for Yourself" received View the rest of this article