In my UX/Conversions site audit work I sometimes get a client that chooses to use uncommon words in their content. It could be the name of a product, or the type of service they offer. This is different than promoting a company name and brand, unless the brand itself relates to something so new that nobody knows what it is.
For example, a website where the company is a software developer and nowhere on the site do they use the word "Software". They stick to using their product names only.
Another one uses terms in a common vertical that the general public and even their target customers may not have heard of.
Another one puts product names as category labels, for products that need to be searched by a descriptive category to locate them.
Is there a reason from the SEO-side that says this is a valid methodology?
If nobody is familiar with the terms, why are they considered top keywords?
How do marketers promote anything new and unheard of?