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.

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

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

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.

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.