I work a lot with governments and from my experience naming matters a lot, way more than it should. They’re basically always in campaign mode even when they’re in power. Often the first question is what will people think when they hear the name of the project. Most people don’t read briefs so often their entire perception is from the title and what they’ve been told to think about it by others. I’ve had to kill projects due to too much time taken up in committees over the damn name of the thing.