CUMORAH

CUMORAH has the feel of a very lean corporate name, the kind that could belong to a holding vehicle, a small private firm or something built to sit quietly behind a set of activities. By our assessment, its advantage is brevity: it is easy to place on paperwork, signage and registrations without carrying extra noise. The problem is equally plain, because the name is almost completely non-descriptive, so nobody can infer a line of business from it. In practice that usually means the real work of understanding the company comes from filings, partners or direct explanation, not from the name itself. Compared with clearer commercial names, CUMORAH says less and asks for more context. That makes it neat, but not especially revealing.