Let's say you want to use a punny or metaphorical name for a retail store.
If you need to explain the meaning of the name, then the name is probably too cute.
Either that, or you have a fairly deep problem in your brand proposition and communications.
Moreover, when the "true" meaning of the name is too close to what you actually do, you may feel compelled to refute that original meaning in your ads. There are ways to make that work*, but it's an uphill battle.
Brand Ng (It's not a marketing discipline... it's a branding blog for a guy with a last name of Ng!)
* for example, an ad campaign that sharply defines the differences between the primary meaning and what you want the phrase to mean could be successful.