For lawyers, the firm name traditionally consists of last names of the partners. I've only seen differently for a few boutique firms (firms that exclusively practice in one specialty) i.e. "The Employment Law Group." As far as other professions like doctors, I usually seek out individuals by personal reputation rather than organizational, so I'm likely to remember by last name instead.
I'd only remember a company name if it were catchy (which would call into question their professionalism). I'd remember any attorney or accountant who helped me, and I'd never FORGET the name of the attorney or accountant who screwed me whatEVER their name was!
~Kryswyn~ Always look on the bright side of life, de doo, de doo de doo de doo
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Creative Accountants would stay in my memory.... but other than that, a company name (city/county or location name) is more memorable than a very bland last name. Smith Jones Baker.... names like that wouldn't keep in my memory. If it were slightly different/less common, I'd have a better chance of thinking about it later.
MrB's attempt at talking like a horse person, "We'll be entering in the amateur hunter-gatherer division...."