CAST

CAST is a name that sits awkwardly on its own because it is so broad, and by our assessment, that is the whole problem: it could belong to many different firms, from software to staffing to media services. That makes the brand hard to place without extra context, which is a real weakness for a company name. The upside is that short names can be memorable when the business around them is clear and distinctive. The downside here is the opposite, since CAST does not tell a reader what the company actually does. In practice it behaves like a placeholder unless the surrounding industry is already known. It is the kind of name that needs the rest of the business to do the talking.