You don't understand? We have used legible and understandable words for companies through the ages. Making up a new word and hoping people to remember it is muc

You don't understand? We have used legible and understandable words for companies through the ages. Making up a new word and hoping people to remember it is much harder than associating it with something they already know - such as "New York Times" or "Facebook". I'm much more confused if I don't understand a name of the company than the one that I understand.