Your brand is more important than the quality of your product. So says Harry Beckwith, the author of the book "The Invisible Touch - The Four Keys to Modern Marketing."
Beckwith urges you to name your brand something that has sensory appeal - something you can see, smell, taste, feel, or hear.
Choose a name, Beckwith says, that makes the prospect feel important, and don't worry about whether or not it makes you feel important.
Don't use a commonplace name, Beckwith advises, or your prospects won't think your company or product are particularly important.