Bard

We make sense of the world through words,
Stories conjured up with those words

For an idea to truly settle in the brain,
like a bard
something has to be a paradox

Impossibly true and false at the same time
A combination of 2 words that each conjure up a story, by association
As story that is impossible to resolve
And thus will fascinate the brain time and time again

This is a powerful concept, in particular for branding