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.
Shakespeare knew the human mind, and its most minute and intimate workings, and he never introduces a word, or a thought, in vain or out of place; if we do not understand him, it is our own fault.
PAIN, n. An uncomfortable frame of mind that may have a physical basis in something that is being done to the body, or may be purely mental, caused by the good fortune of another.
This moment! - this here-now - is forgotten when you start thinking in terms of achieving something. When the achieving mind arises, you lose contact with the paradise you are in.
Look at your own mind. The one who carries things thinks he's got things, but the one who looks on sees only the heaviness. Throw away things, lose them, and find lightness.
There's scarce a point whereon mankind agree - So well as in their boast of killing me; I boast of nothing, but when I've a mind - I think I can be even with mankind