It's pretty sad when condo developments have to rely so heavily on marketing and over-done branding -- often it's almost as important as the design of the building.
It's often an attempt to bring some flash and mystique to an otherwise mediocre condo building.
I would be pretty annoyed and turned off if I had to come home everyday to be greeted and reminded of the stupid name of the place I live. I do not live in a trendy store or a night club!