How to battle for UX over Marketing with regards to product navigation?
We just completed some card sort and tree test exercises.
One of our main nav labels was clearly more successful when using the label most commonly suggested by our study participants (which were actual customers).
After presenting the findings to the stakeholders, the CEO felt that the label was "tired and dated" and wants the product to feel more advanced. I attempted to explain that the goal of navigation is to help lower barriers towards completing a task. If this is how customers think, we should follow their intuition.
The CEO, suggested that people would get used to the label after using the product a few times and suggested leaving it with the more "marketable" label and gathering some qualitative feedback from testers later down the road to see if it's an issue.
The CEO's goal is to have good marketability, be unique, and feel innovative.
I got them to agree to running another test to see if the results change, but I feel like the CEO will still have the same argument.
Is there a good counter argument for this position?