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 next generation product almost never comes from the previous generation.

The crucial ingredient in the success of any brand is its claim to authenticity.

The most powerful concept in marketing is owning a word in the prospects mind.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.