LORI

LORI is a plain branded product name with too little public shape to say much more than that, so it has to be judged cautiously. By our assessment, it sits in the broad class of ordinary consumer goods or services that depend on the exact thing behind the label, and that makes it hard to praise or dismiss on name alone. The strength here is only the basic one: a simple, direct name can be easy to recognize and easy to keep straight from similar listings. The downside is just as basic, because nothing in the name tells a buyer what problem it solves, what category it belongs to, or how it differs from the many other short labels around it. In practice that means the card stays thin until the real item is known, and even then the name does not do any of the explanatory work. It is more placeholder than promise.