What’s In A (Brand) Name?

What's in a nickname? According to branding icon Al Ries, "People who use a brand's nickname feel closer to the product than those who don't." But he doesn't drop examples. So let's find some good ones. Here is the text of Al Ries's complete post, taken from his Facebook Page:

"A nickname is a good thing. People who use a brand's nickname feel closer to the product than those who don't. As a matter of fact, nicknames are one of the most under-utilized aspects of marketing. If at all possible, every company and every brand should have a formal name as well as a nickname. Two names are better than one."