More on bad company names like Monday: "For starters, the consultants have pulled off a miniature coup of sorts simply by finding a word in the English dictionary that's not already been taken. 'Just about every English word in the English dictionary including the word 'Yes' has been registered,' said John Lister, chairman of New York-based branding firm Lister Butler Consulting. 'And a vast majority of the business world actually understands the word.'"