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. Like Head & Shoulders shampoo, Intensive Care skin lotion, and Close-Up toothpaste. Or like DieHard for a longer-lasting battery. Shake ’n Bake for a new way to cook chicken. Edge for a shaving cream that let

I were writing an advertisement for the Corvette

How Apple Does It