Machete Kills puts the tat in Mex-ploitation, the frankenword coined by writer-director Rodriguez to encapsulate his Latin-flavoured homage to exploitation films of the 1970s and 1980s.

Use is probably the ultimate arbiter and we'll see whether newer frankenwords like FRENEMY, COCACOLONISATION and FAUXHAWK become as unremarkable and unobjectionable as BRUNCH, SMOG and MOTORCADE — or whether they're destined to the same dustbin as the nineteenth-century INSINUENDO and Virginia Woolf's SCROLLOPING, which to my ears has a sound that's too fun to denote "heavily intricate".

As you can see, the challenge is to find a title with the least relevance to the business in which your company is actually engaged. Pseudo-Latin wankery (hello Altria, Navigant, Conixant, Candesant, Veriton and Vivident) is popular, as are gruesome frankenwords such as Consignia, which was adopted by the British post office for 15 months before it reverted to the completely out-there Royal Mail.