Do our names really stand on their own though? Do you and everyone else 100% of the time never add a description to your entries for the contest holder? If you describe even some of you entries to the contest holder – even some – then chances are it probably should be explained to an audience to be fair. Otherwise, why are we allowed to describe our entries to the CH and not to an audience? CH can make a decision different than audience testing proves, and i understand that – but more often than not, they are going to go with the results of the testing – otherwise what was the purpose of testing to begin with? So in a way, some of the times – if not most – the audience is making a decision for that contest. If you describe your entries for the ‘decision maker’ than anyone with any reasonable power of decision (partners that may be in the contest, sh contest management, audience test participants, etc) should be able to have that description as well.
Edited to add:
I can think of many names out there that ‘look’/‘sound’ peculiar – but you know what? A good portion of those names actually utilize taglines and branding images paired with the name to convey meaning – so in a way those are still descriptions of some sort. For the ones that don’t do that, you know, you wouldn’t make sense of them unless you actually looked on their ‘about’ pages or already had an interaction or experience with the brand – still descriptions or things that can be used to describe the brand in some way.