Commonly accepted rule: Don’t make your brand name hard to pronounce. Your customers and potential customers shouldn’t need a pronunciation key every time they see your advertising or communications material.
And yes – I’ve broken my own rule. Don’t be superstitious about overstepping the conventional wisdom about branding, advertising, and communications nowadays.
As a 2010+ era marketer or small business owner, it’s ok to break the brand rules. Especially in an online, socially networked media space, where your customers are your media. Just because it doesn’t work in print (remember print?) doesn’t mean it won’t pull for you online.