Emotionally Charged Names and Simple Stories Are Stickier (and Often More True) Than Facts Alone

Walk down a grocery aisle and test which names jump out: 'Joy' for the most costly perfume, 'DieHard' for a durable battery, or 'Intensive Care' for a hand lotion. What sticks in memory is more than just accuracy—it's a mix of emotion, visual imagery, and repetition. In contrast, technical or bland names like 'XD-12' or 'United States Luggage Corporation' are quickly forgotten.

The science of memory is clear: emotionally resonant phrases, supported by visual or metaphorical details, are far easier to recall and share. People naturally echo what hits a nerve—whether it’s a feeling of safety, excitement, or trust. Those who win in crowded markets often aren’t technically the best, but those who own the feeling or story people want to believe.

Even grade schoolers are graded higher when their work is attached to likeable names, as unconscious biases shape expectations from the start.

Rephrase your explanation of every project, pitch, or introduction using a simple metaphor or comparison your audience can connect to emotionally. Pick a name, sign-off, or phrase that ties directly to a feeling—whether that’s reliability, cleverness, or warmth. Repeat that core story across every touchpoint until it becomes your hallmark. By choosing emotion and simplicity over jargon, you’ll become the go-to for your niche, remembered long after others are forgotten.