The most powerful concept in marketing is owning a word in the prospects mind.
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Branding is simply a more efficient way to sell things.
To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
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.