BOOKER DONALD

BOOKER DONALD is a plain company name with no public profile here, so the honest read is cautious. By our assessment, it could be anything from a small local firm to a personal-name trade name, and there is not enough to say which. The main thing is that it gives no clue about the work, which makes it hard to place against a market or service category. In practice that means a reader has to already know the business to get any value from the name alone. It sits much closer to an internal listing than to a brand that explains itself. For that reason, the card stays at a middling mark rather than pretending to know more.