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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.

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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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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.
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You have to reduce the essence of your brand to a single thought or attribute.
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Positioning is what you do to the mind of the prospect.
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It’s better to be first in the mind than to be first in the marketplace.
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