ADOFF ARNOLD

ADOFF ARNOLD looks like a personal-name company, the kind often used for an individual practice or a small service business where the person behind the name matters more than the frontage. By our assessment, that can work well when trust is built through direct dealing and steady routine rather than through a big public brand. The downside is that such names tell you almost nothing about the actual service, so the customer has to do a little more checking before knowing what sits behind the sign. In practice these firms often feel narrow and specific, which is good if the fit is right and unhelpful if someone wants a broad one-stop shop. Compared with larger companies, ADOFF ARNOLD sounds more private and less packaged. It is a name that suggests a human-scale operation, and that is both its appeal and its limit. The main question is simply what line of work is hidden behind it.