When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.

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

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

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

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.

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.