ANDREW GONCHAR

ANDREW GONCHAR has the feel of a personal-name business, which usually points to a small firm built around one person’s work. By our assessment, that makes it fit the world of services where reputation, referrals, and direct communication matter more than a public product. The good part is plainness: it does not hide behind a made-up brand. The limit is just as plain, because there is almost no way to tell from the name what specialty is inside. In use, this kind of company tends to be practical and direct, but only after someone already knows how to reach it. It belongs to the narrow end of its category and leaves the rest to context.