I created Good Word Supply to replace the bad with good in common inappropriate phrases. The process of identifying the company name happened to be rather straight forward. Once I identified that "Good Word" was the best choice, I searched for an additional word that was easy to spell instantly upon hearing. (this was needed as goodword.com was taken)
The word "Supply" was a good fit as it did not get lost in the pronunciation of the brand name. The end of the word "good" created in enough contrast with the beginning of the word "supply." When spoken quickly to a person exiting a subway the term "goodwordsupply.com" was instantly understandable, spellable and memorable.
The catch phrase "Change for Better" was a good fit as it encompassed what the brand was doing (improving dirty phrases) and spoke to a larger over-arching goal of changing the world, life, etc for the better.