Can I chant the word kindness or love or ‘serenity’ or ‘peace’, instead of a divine Name?
From a spiritual perspective, chanting is done with the objective of assimilating the specific divine energy associated with the particular Name of God. The above words do not contain any specific divine principle. Hence, chanting these words would not give us the benefit of divine energy that chanting a specific Name of God would. Further, God is the embodiment of unconditional love or love without expectation. Hence, chanting any Name of God would invoke the divine aspect of unconditional love much more than from chanting words like ‘kindness’, ‘love’, etc.