Choosing  a great brand name could be one of the most important things you do for your business or product.  
Names such as J & R Bakery are uninspiring, and other than identifying your business as a bakery lends no additional information, ambiance, or identity.  Time and creative thinking as well as clear direction about the style the business would like to portray will see great ideas grow.
The J & R Bakery might want a real 'punch you in the face' name like - I Like Big Buns; a name which will draw attention and give off a vibe that the bakery owners are good fun people.  Alternatively they might want a more subdued name that evokes an image of good home cooked baking like  Nana's Cake Trolley.  Both of these names tell us a great deal more than J & R Bakery.  
You can read more about how great branding occurs right here 
If you or someone you know wants a unique and creative brand name and you're at a dead end, contact rachel@youhavemyword.nz 

Let me be your miracle worker.
 First, know the purpose of your communication, for example, if there's a fire - taking a fast, frantic, yelling and waving arms approach seems highly appropriate communication, but if you're trying to come up with a convincing advertising strategy then this may not be your first choice of action.