BRICK, ROGER

BRICK, ROGER demands context before it starts to mean anything, because the entry itself gives away almost nothing beyond a corporate-style name. By our assessment, that makes it practical only in the narrow sense of being exact and easy to match in records. The trade-off is that it does not explain its field, products, or audience, so there is no real public shape to judge. In use, it feels like the kind of line that belongs in a database or local filing, not on a shelf or storefront. Against recognizable companies, it is all label and no profile. That is fine when identification is the whole job, but thin when someone wants to know what the company actually does.