ANNE CAMERON

Anne Cameron looks like a personal-name company that probably depends on reputation more than on a descriptive brand. By our assessment, that can work well for a solo practice, a small consultancy, or a creative service where the person and the offer are basically the same thing. The strength is familiarity and a human scale; the weakness is that the name gives away nothing about category, so it is not self-explanatory. In practice, it is the kind of business where you learn what it does after you look past the heading. Compared with names that say the trade outright, this is more restrained and less helpful at first glance. There is too little public substance here to stretch it into a fuller verdict.