There are a few things you should consider when trying to pick a mark/brand to sell your product or service. First, marks that are too descriptive often get rejected and cannot get full trademark rights (or any trademark rights). As an example, if you are selling thickened bottles that are less likely to break and you want to use the mark TUFF BOTTLE you may get a rejection for the mark being too descriptive (notwithstanding the misspelling, since consumers would understand that TUFF means TOUGH). The strongest marks are generally either: made-up words that would have no meaning to consumers (like EXXON for gas, KODAK for camera equipment, or PEPSI for soda) or, alternatively, actual dictionary words which have no meaning relative to the product/service (like APPLE for computers, CHEVRON for gas, or TARGET for a retail store). Such marks don't immediately convey to the consumer what the product or service is but, while that may seem like a downside, they are generally more likely to register and easier to enforce in the long run. They are stronger marks, generally.