I am truly indifferent to whatever legal doctrines are at play here. I generally do not believe that speech in the abstract requires the force of government granted monopoly. To the extent that speech has any value, it is because there can be speech and counter-speech; if naming something is an act of speech, then getting the sole ability to suppress others from making that speech seems abusive to me.
Naming something or creating a phrase is inherently expressive. I don't see why that should be viewed differently because you may have the sole "right" to use a mark or phrase in a specific commercial context. Trademarks don't foreclose counter-speech.