When the mind grapples with a great and intricate problem, it makes its advances step by step, with but little realization of the gains it has made, until suddenly, with an effect of abrupt illumination, it realizes its victory.
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.
I soon learned to scent out that which was able to lead to fundamentals and to turn aside from everything else, from the multitude of things which clutter up the mind and divert it from the essential.
"To be or not to be is" [by William Shakespeare] beyond anything I can comprehend. I understand it on a superficial level, but the depth of it just boggles my mind. I think it's probably the greatest of all speeches ever written.
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.