Ehaho

Ehaho is too little defined to sound like a fully legible product line, so the best thing one can say is that it reads like a branded consumer item rather than a special-category device. By our assessment, that makes it hard to judge on substance: there is no clear clue in the name about format, use, or audience. The upside of a name like this is that it can sit on many everyday products without promising much more than a label. The downside is the same blankness, because a buyer has to learn the real job of the item somewhere else. Ehaho therefore lands as an ordinary, low-information case: not alarming, just not informative enough to praise. It is hard to go beyond a cautious middle mark when the name gives almost no handle at all.