To sum it up, he says:
What makes a good moniker?:
*It must be very short - 7 words or less is a good rule of thumb.
*It must make the right type of association. Volvo's thing is safety. They should not use a moniker like "the car that won't get you killed." The brain doesn't picture NOT getting killed, it can only think of getting killed. Unconsciously a moniker like this would build fear in many customers. Think positive.
*It should fit your brand and your identity. Don't be cute if the rest of your branding isn't cute.
*Don't be too serious if your branding is whimsical.
*The best monikers associate a benefit, feature, or offer. Think "Home of the_____"
Have A Great Day.