Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

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.

The Internet is the ultimate in brand-centered buying.

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.