The article discusses the significant advantages of using suggestive brand names, particularly in enhancing product recall and consumer association with specific benefits. Research indicates that when a brand name hints at a product's key benefit, consumers are more likely to remember that benefit. This insight is particularly relevant for businesses looking to create impactful brand identities. The author, Thomas McKinlay, introduces the transition of the platform from Ariyh to Science Says, emphasizing the importance of suggestive naming through a practical example. A hypothetical scenario is presented where a team is deciding on a name for a file-sharing app, with options like Shareplus+, EasyShare, and Sharezy. The article suggests that "EasyShare" is the most effective choice, as it directly communicates the app's primary benefit. The research referenced in the article, conducted by scholars from Duke University, the University of Arizona, and the University of Minnesota, highlights that suggestive names lead to a 55% increase in the perception of possessing the stated benefit and a 2.2 times higher recall rate for that benefit. The findings stem from lab experiments comparing suggestive and non-suggestive brand names across various product categories. The article further explains that suggestive names create a strong association in consumers' minds, making it easier for them to remember related information when they encounter advertisements. However, the research also notes that this effect is less pronounced for benefits not directly related to the brand name. For businesses, the recommendation is clear: if a product has a core benefit, the brand name should reflect that benefit. Examples of successful brands that utilize this strategy include Windows Defender for antivirus software and Hubspot for marketing and sales. Conversely, brands that have struggled to adapt their suggestive names over time, like John Hancock and Old Spice, illustrate the potential pitfalls of being too narrowly focused. The article concludes with practical steps for implementing suggestive naming strategies, advising businesses to incorporate key benefits into their brand names when applicable. If a brand has multiple features or may want to shift focus in the future, a more flexible name is recommended to allow for easier repositioning. Overall, the insights provided underscore the importance of thoughtful brand naming in marketing strategy, supported by scientific research that demonstrates the effectiveness of suggestive names in enhancing consumer recall and brand perception.