Andre Krause

Andre Krause has the same personal-practice feel, but it is even more dependent on context because the name itself gives away almost nothing about the line of work. By our assessment, that makes it useful as a professional identifier and not much more. The advantage is neatness: it is easy to attach to a consultant, maker, or small firm that wants a human face. The drawback is the lack of built-in meaning, so the audience has to learn the field from somewhere else. In practice, it behaves like a sign on a door rather than a description of what is inside. It sits in the same neighborhood as other name-based businesses, where the brand is the person and the reputation has to be earned elsewhere.