Jack Trout

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.