Gyaan: The long and the short of brand names

In general, we all agree that a short name is better than a long one. But why? Apart from the usual reasons like shorter names are easier to remember and pronounce, another rarely considered one is that sub-editors at the various newspapers you'll desperately need plugs from for your newly launched product, will find it much easier to fit a short name into their headline.

As an editor and sub-editor of many years, I wholeheartedly agree with this line of thinking. Any other unusual reasons you can think of for shorter brand names?