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.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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.
War and marketing have many similarities.
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.