Sometimes, when we say something, we're doing something else entirely. For instance, what happens when I say, "I'm cool"? Well, I've established that I am, in fact, not cool: to say you're cool means you're anything but.
Words never solely state. Words do. They perform all sorts of functions: they excite, provoke, tantalize, assure, inspire. They confuse and obscure; they enlighten.
A writer tends to his performance as much as he tends to his words. Say you're naming a product that is supposed to be easy to use. You can find a word that means easy — "simplio" or "eezee." But you can also create a name that is easy to say, easy to think, easy to use: "Wawa."
The trick to creating powerful language for a brand is to make the words perform the brand, to make the words be the brand, not just state the brand.