Researchers studying memory and brand names prepared four versions of a camera advertisement, each with identical content emphasizing ease of use, but using a different brand name for the camera. Participants were asked, after viewing one of the advertisements, either to recall the camera name without referring back to its advertisement or to recognize it from among the four possibilities: Monit (classified as a nonword name), Parade, Simplicity, and Ultimate. Participants recognized Monit better than any of the word names, the converse of the pattern for recall. One might expect, as the researchers did, that among word names, the ones that are at least indirectly relevant to the camera's attributes would be recalled better than an irrelevant one. Yet Parade (classified as irrelevant by the researchers) was both recognized and recalled better by participants than either of the other two word names, Simplicity and Ultimate. Recognition and recall were better for Simplicity, related to an advertised attribute, than for Ultimate. One explanation for these findings is that Parade is not entirely irrelevant to cameras, as many consumers take cameras to parades. Although that association refers to the imagined consumption experience, rather than to the product's attributes, it may have influenced the results.