SIMON

SIMON is another very open-ended product name, so the honest reaction is to treat it as a placeholder for something practical rather than something self-explanatory. By our assessment, that leaves the real judgment to whatever format it belongs to, because the name itself gives no strong clue about function, audience, or finish. The downside is the same one that affects many short names: if a product does not say what it is, the buyer has to do the decoding. In practice that makes SIMON feel dependent on packaging, category, and context, not on the name alone. It sits in the ordinary middle ground of unnamed things that can be useful once identified, but do not advertise their purpose. SIMON only becomes clear when the surrounding details do the work.