Know-How Exchange : Taglines/Names

You can use initials of you follow it with what it is: J & D Motors Auto Lot or J & D Automotive.

In my opinion, no idea is "dumb" - it just might not be a great choice. I think you can make initials work by validating the service in your name. Awesome customer service will seal it.

I don't understand the rationale for either of your name choices. But more important, what are you trying to communicate about your business in the name (and tagline)? What image would you like to have in the minds of your target audience when they think about you?

That's where the naming process should start. Identify and articulate your positioning benefit, and then find a name that communicates that benefit.

J&D doesn't say anything meaningful to your customers. And I'm not sure what Achilles says either. Start with the communications objective.