I suspect one factor is a sort of priming. Take Perez Hilton which sounds a lot like Paris Hilton and Obama, which sounds a lot like Osama. In both cases, the collective conscious was primed for the sounds of the name in the brands. I don't think the associated imagery transferred over to the new association necessarily, but I feel like the stimulation of similar precursors (several people the previous year who maybe looked a little like Coco Rocha) in the group's consciousness may be a factor.