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I don't understand why you people are against mentioning the product that you are selling.
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So your saying that unless you have extensive offline marketing to build a brand, you have to mention the generic term for your products?
And only when you are known as a brand you can stop using that term and use your own product names?
All the big companies use their product names. Sony don't want people looking for 'digital cameras'. They want people to look for 'digicams'. Using JS's example, coke are coke. They dont call themselves a 'carbonated beverage'.
The whole point is to build a brand. Instead of packing the webpages with the generic product name, use the brand name. Then, use the generic terms in anchor text links. You'll find that working with Compaq, who are #3 in Google for "computer", yet they are advertising "Presario desktops".