When your brand name doesn’t carry the benefit, your customer bears the cognitive load. A strong product name does more than label. It preloads the reason to care. The research is straightforward. When a name suggests a benefit, people are more likely to believe the product delivers it and far more likely to recall that benefit later. That second part is the lever. Recall is what shows up at the moment of need. Look at how often this shows up in the wild. PayPal signals ease and trust in...