The crucial ingredient in the success of any brand is its claim to authenticity.
It's better to be first in the mind than to be first in the marketplace.
A brand should strive to own a word in the mind of the consumer.
The next generation product almost never comes from the previous generation.
Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.