Sometimes, emotion has to beat logic.
Logic is comforting. Logic is provable.
The emotional stuff is trickier. It’s harder to do. It’s impossible to prove.
But sometimes (for example, in brand naming) you’ve got to trust the emotional stuff. Even when it skews the logic.
This van company’s name is almost good. But the rhyme (and therefore the magic) has been squandered in the pursuit of perfect logic.
(“Yes, I know it’s better the way you suggested. But we have two people in our vans. Sorry.”)
So instead of the name raising a smile and engaging, it provokes a smile and then confounds it.
Perhaps it’s only a small thing. But it’s small things that engage us.