I do feel name is important for a couple reasons.
You want the name of your crypto to be something catchy and easy to say/spell. This will help with spreading the word, and word of mouth advertising. Having a really long name that is hard to pronounce and spell will make this difficult...or more difficult at the minimum.
The name should be something that speaks to the type of coin, and what the coin will do. Litecoin is a good name imo, because it is like Bitcoin, but faster and easier to transfer to another person.
Branding is always an important part of any product...and this remains the same for cryptocurrencies.