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.
Many are the fools who say that Jesus stood in His own path and opposed Himself; that He knew not His own mind, and in the absence of that knowledge confounded Himself.
The Bill of Rights decoupled religion from the state, in part because so many religions were steeped in an absolutist frame of mind - each convinced that it alone had a monopoly on the truth and therefore eager for the state to impose this truth on others.
A cup is useful only when it is empty; and a mind that is filled with beliefs, with dogmas, with assertions, with quotations is really an uncreative mind.
There's a right way of doing things and a wrong way. If you've made up your mind to be different from everybody else, I don't suppose I can stop you, but I really don't think it's very considerate.
It is the curse of a certain order of mind, that it can never rest satisfied with the consciousness of its ability to do a thing.Still less is it content with doing it. It must both know and show how it was done.