Quaker State had a terrific product: a line of synthetic blended motor oil that helped vehicles endure over time. The name needed to be simple and strong, convey the oil's ability to offset the wear and tear on high-mileage vehicles, and appeal to a largely male demographic with little tolerance for gimmicky sounding names. After several rounds of greasing the wheels, we hit on the perfect mark. In one word, Defy captured the concept of bold resistance. It was also a welcome change from the industry's orientation towards more descriptive marks. Together, this great new product and new name assure the brand lasting power.