You are right, once brand awareness has reached a certain point the name/logo doesn't really matter. But before you get to that brand awareness a good catchy name/logo help imeasurably. SEO is one place where that is obvious but the question of "what does it evoke in your mind when you hear Mentals" is important. Afterall, way back when it was "Apple Computers", it only became "Apple" when the company was big enough...