"A brand can be better positioned by associating its name with a desirable benefit."(Kotler, Marketing An Introduction, ch. 7 pg. 213) By just the title of the cook book Eating With Your Face, Cooking With Your Sole you can tell what we are desirable benefit is. We want our benefit to be the helping of others learning how to cook with their feet because they can't use their hands. Also the brand will be positioned to most benefit the customer.