The genius branding of the ‘Oxford’ vaccine

I am writing with a mild pain in one arm, having received my first dose of the Oxford vaccine yesterday evening. Alongside the scientists, I must also applaud whoever had the wit to call this the ‘Oxford vaccine’, rather than simply naming it after a pharmaceutical company. I’ve never been asked to advise on the naming of any pharmaceutical brand, but as far as I can see the rules are that you first imagine the kind of menacing name a James Bond villain would choose for a front company, and then add a few extra Zs, Xs or other odd letter combinations, just in case the initial name wasn’t quite sinister enough. What does this do to the placebo effect, I wonder? I’m willing to bet that if you produced ‘Mr Muscle Artery Unblocker ‘ or ‘Prostate Duck’ rather than calling everything Zzoxxifilin or something, you might find a 20 per cent improvement in pharmaceutical efficacy, if just through better compliance.