Then, pair the name with the need, starting the positioning process in a prospect's mind every time they hear, speak, or read about your product. The best, most creative names are derived directly from what Jack Trout and Al Ries called the unique selling proposition. Eventually, a successful name and product position become synonymous. And that was long before movies starring Bruce Willis. If you suspect that every possible name in your product category has been used, keep looking.
Many marketers go beyond mere synonyms and into colloquial terms to succeed.
NoSweat, a sports deodorant from Revlon, and The Whole Enchilada, a Mexican restaurant chain. Naming experts also recommend that the name be pleasing to the ear. Good examples include Caress, a name as silky soft as the bath soap itself. The opposite is UNUM, the name of a major insurance company. That name is harsh to the ear, and ugly off the lips.