Jack Trout

Perhaps it’s human nature not to admit there are things you can’t do. Certainly most marketers believe that anything is achievable if you are energetic enough, or creative enough, or determined enough. Especially if you are willing to spend enough money.

Today, however, a lazy, say-nothing name isn’t good enough to cut into the mind. What you must look for is a name that begins the positioning process, a name that tells the prospect what the product’s major benefit is.

a guide, the five most common initial letters are S, C, P, A, and T. The five least common are X, Z, Y, Q, and K. One out of eight English words starts with an S. One out of 3000 starts with an X.