Original minds are not distinguished by being the first to see a new thing, but instead by seeing the old, familiar thing that is over-looked as something new.
It is perhaps just dawning on five or six minds that physics, too, is only an interpretation and exegesis of the world (to suit us, if I may say so!) and not a world-explanation.
The mind is a finer body, and resumes its functions of feeding, digesting, absorbing, excluding, and generating, in a new and ethereal element. Here, in the brain, is all the process of alimentation repeated, in the acquiring, comparing, digesting, and assimilating of experience. Here again is the mystery of generation repeated.
Scientists may study mainly matter but they cannot ignore the human mind, or consciousness: spiritual practitioners may be engaging mainly in developing the mind but they cannot completely ignore their physical needs. It is for this reason that I have always stressed the importance of combining both mental and the material approach to achieving happiness for humankind.
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.