[tweetle_beetle]

Branding does matter, but doesn't your example demonstrate the opposite point - overall brand experience is more important than a name?

Riot.im's potential brand association with the act of rioting stops with the name. There is no other reference to riots, or rioting, and violence is not a core part of the brand identity. There is no rioting community that it is appealing to, or normalising.

Discord actively affiliates itself with the gaming community in all aspects of its branding. The gaming community happily embraces it despite the (universally?) negative connotations of the name. You said that you would feel iffy about recommending the app because of the gaming-focused branding, rather than the name.

I get that this is a bit pedantic, after all the decision has been made and Vector, Matrix, etc. are all fine by me anyway. I'm all for changing insensitive, inappropriate names where they refer to specific cultural/historical events/figures which society feels should no longer be celebrated. But in my opinion this is much more superficial.