Avant-garde is a French term, originally referring to a small military group that would go ahead of the army and scout for the enemy and find the most advantages spot. Later the term was given to a group of innovative and forward-thinking artist in Paris during the 19th century.
When you have an avant-garde or innovative name for your startup or company, people will expect you to be “in the know.” This means, startups or companies with these innovative & avant-garde names will be perceived as trendsetters and at the cusp information and/or technology within their marketplace.
The transference of brand equity from the company name to the company, is well documented. Now, find the right name for your startup or company and get moving!