One way to create a sound bite, brand name, or tag line is to take an existing word or phrase and change part or all of some of the words.
That's been on my mind today, because this is Chubby Checker's birthday (which I would have missed completely had not Ask.com's Today's Highlights brought it to my attention). His name was created using this process.
"The King of the Twist's" given name is Ernest Evans. But Barbara Clark, the then-wife of Dick Clark, host of American Bandstand, said Evans reminded her of Fats Domino. So she changed Fats to Chubby and Domino to Checker and a stage name was born. Evans hated it, but it was memorable and helped make him a household name to millions of Baby Boomers.
Another example is
