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.
All wisdom is rooted in learning to call things by the right name. When things are properly identified, they fall into natural categories and understanding becomes orderly.
I have a passion for the name of "Mary," For once it was a magic sound to me, And still it half calls up the realms of fairy, Where I beheld what never was to be.
Your body does not eliminate poisons by knowing their names. To try to control fear or depression or boredom by calling them names is to resort to superstition of trust in curses and invocations. It is so easy to see why this does not work. Obviously, we try to know, name, and define fear in order to make it “objective,” that is, separate from “I.
There were many words that you could not stand to hear and finally only the names of places had dignity. Certain numbers were the same way and certain dates and these with the names of the places were all you could say and have them mean anything. Abstract words such as glory, honor, courage, or hallow were obscene beside the concrete names of villages, the numbers of roads, the names of rivers, the numbers of regiments and the dates.
Hope is in the name of God, the name of our Lord Jesus Christ. Hope is when you compare your suffering to the infinite, immeasurable love and grace of God.
And on the pedestal these words appear: 'My name is Ozymandias, king of kings: Look on my works, ye Mighty, and despair!' Nothing beside remains. Round the decay Of that colossal wreck, boundless and bare The lone and level sands stretch far away.
One can aim at honor both as one ought, and more than one ought, and less than one ought. He whose craving for honor is excessive is said to be ambitious, and he who is deficient in this respect unambitious; while he who observes the mean has no peculiar name.
The native hue of resolution is sicklied o'er with the pale cast of thought; and enterprises of great pitch and moment, With this regard, their currents turn awry, and lose the name of action.
Fame, if not double fac'd, is double mouth'd, And with contrary blast proclaims most deeds; On both his wings, one black, the other white, Bears greatest names in his wild aery flight.