NYSE-Euronext Inc. (NYSE: NYX) Chief Executive John Thain has a tricky branding problem.

For one thing, his company's name is a god-awful tongue-twister. Another, as the Wall Street Journal points out, is that it's geographically limiting. So what should he do?

Some are suggesting that the company take out the references to New York. That would be a huge mistake since the NYSE name is so well-known. Besides, why would the company not want to trumpet its association with New York, the epicenter of capItalism?

What the company needs is a new name that underscores its history and allows for the potential for growth. It shouldn't be one of those quasi-Latin sounding corporate names that were all of the rage during the 1990s. The Journal also shows that it would be ludicrous to simply add the names of new acquisitions to NYSE-Euronext.

To solve this sort of problems usually requires millions of dollars in fees to naming consultants to devise some idiotic, quasi-Latin sounding moniker or to makeover an existing word with an incomprehensible spelling. Luckily for NYSE-Euronext shareholders, this won't be necessary.

The Exchange's nickname The Big Board would make a great company name. It's simple, easy-to-remember and already widely used by financial commentators. The only problem is that the related Web addresses have long been taken though Bigboardsite.com is available.

If anyone can think of a better idea, let us know and we will forward your suggestions to the company.