RPG Corner: Naming stuff

In light of the comments about the intrepid adventurer in the Fabled Lands, I was curious about how you go about naming things in your RPGs -- your character, NPCs if you're a GM, place names, mounts, spells, whatever, how do you go about choosing a name that sounds good and is genre appropriate without sounding totally lame?

Also, were there names you came up with that you have a real fondness for? Do you tend to use the same name in multiple RPGs?