You need to decide if you are creating a brand or a religion. The differences are significant. First off there is the misnomer of religion. There are three definitions,
1. Belief in and worship of a superhuman controlling power. [Let's just call it what it is] God or gods.
2. A particular system of faith and worship.
3. A pursuit or interest to which someone ascribes supreme importance.
In 2013 Gavan Fitzsimons wrote a fascinating article. The title of that work 'Are consumer brands replacing religion?' Religion is key here - it is much. I would think the third definition is almost a goal for most business. The second creepy, and the first horrifying.
I will place a link to Gavan's article at the end for further research. My target however is for you and your product to achieve number three. 'Gotta catch em' all!' for instance.
People who have been reading Time magazine since 1939. These people are not practicing brand loyalty... they are involved in a religion. Beatles at their height... religion. Dave Ramsey... religion.
Kleenex, If we never saw a Kleenex brand tissue again I doubt a shot of protest would be fired. Yet, the name would likely live on. Brand by definition. What is that definition?
My recommendation... be a religion because nobody NEEDS a brand.