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.
INTENTION, n. The mind's sense of the prevalence of one set of influences over another set; an effect whose cause is the imminence, immediate or remote, of the performance of an involuntary act.
Ah! my dear Watson, there we come into those realms of conjecture, where the most logical mind may be at fault. Sherlock Holmes speaking with Dr. Watson.
Mind you, there is no value in learning. You are all mistaken in learning. The only value of knowledge is in the strengthening, the disciplining, of the mind.
The noblest works and foundations have proceeded from childless men, which have sought to express the images of their minds where those of their bodies have failed.
The mind can assert anything and pretend it has proved it. My beliefs I test on my body, on my intuitional consciousness, and when I get a response there, then I accept.