On an announcement today that clunky-named WorldWater & Power had changed its name, a [small] buzz flew through the Cleantech Group's world headquarters (the sylvan view from HQ.)

What exciting new name would the co. now sport?

Did it hire a high profile naming firm? How much did it cost? How many junior marketeer consultants slaved away on primary and secondary research, testing individual phonemes and researching the semantics of contenders in languages around the world?

Would it be trendy? Would it be timeless?

Would it be sexy?