KAKAUE

KAKAUE has the kind of blunt, brandable name that could belong to almost anything, which is both its strength and its problem. By our assessment, that makes it memorable at a glance but almost useless as a clue to what the company actually does. There is no public substance here to separate it from the many short, invented names used by consumer brands, software firms, or small online sellers. In practice, a company like this succeeds only if the product behind the name is very clear once you land on it. Against known companies with self-explanatory names, KAKAUE starts from zero and asks the reader to do all the work. That keeps the rating modest, because the name can catch the eye, but it does not yet carry enough meaning to support a firm judgment.