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Reuben did.

Reuban was a Polish immigrant who grew up in the Bronx. As a teenager, his job was selling his family’s homemade desserts to various candy stores and restaurants and he did that for more than 30 years until one day he had a great idea.

The dessert that Reuben typically sold was always sold as cheap as possible and was not considered a luxury product. He believed that people in New York would be willing to pay more for a quality dessert that was different, better and luxurious. So he changed his dessert accordingly .. but then he realized he needed to differentiate his product’s branding too … he wanted a name that was unique and evoked cold climates of Scandanavia … so, for hours, Reuban sat at the kitchen table coming up with non-sensical names … one after another … until he came up a name that kind of sounded Danish but really meant absolutely nothing at all … well people liked the name and the dessert … and sales took off.

Today, over 50 years later, the ice cream desserts that Reuban and his wife originally created in the Bronx under his totally made up Danish sounding name generate $2 billion in sales annually around the world … Haagen-Dazs

Haagen-Dazs is a great idea because a cool name for a cool product can help you stand out.