BRUCE BULLOCK

Bruce Bullock sounds like an individual-founded business, the sort of company name that can cover anything from a consultancy to a local service outfit. By our assessment, its plainness is the point and also the limit: it is easy to read, but it carries no built-in clue about the field or the offer. That means it can work well when the person behind it is the real brand, and much less well when the business needs a clearer public explanation. In practice, names like this are sturdy but anonymous, which is useful only as far as the surrounding reputation goes. It sits in the broad family of personal-name companies, not the more descriptive sort.