Sometimes "branded" names are a good thing.
For example, naming some application modules strictly after what they do is super tedious, and uses words that are already reserved, therefore creating ambiguous nomenclature. Maybe I have various sort of permissions in my system but naming that particular permission system some greek god name creates a clear and shared meaning across the team (both business and technical), and mind you that that's what communication is all about - a shared meaning. Nothing else.
P.S. (I'm deliberately not going into discussion about bad things with that approach)