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.
Just know what is happening in your mind - not happy or sad about it, not attached. If you suffer see it, know it, and be empty. It's like a letter - you have to open it before you can know what's in it.
Not only a truer knowledge, but a greater power comes to one in the quietude and silence of a mind that, instead of bubbling on the surface, can go to its own depths and listen.
The supramental transformation, the supramental evolution must carry with it a lifting of mind, life and body out of themselves into a greater way of being in which yet their own ways and powers would be, not suppressed or abolished, but perfected and fulfilled by the self-exceeding.
As opposed to getting into arguments about, well, these folks have been treated fairly so now we're going to be doing things that, very easily in the minds of a lot Americans feel like, "Now I'm being treated unfairly."
Have you noticed, with whatever quality of love you have experienced, that when true love arises, it opens up both your mind and emotions? It's an openness to whatever is happening.