DAVID LEE RHODES

DAVID LEE RHODES has the feel of a founder-led business name, the kind often used for small professional services where the person and the firm blur together. By our assessment, that can be useful because it signals accountability and keeps the business human, not anonymous. The downside is that it gives almost no clue about category or specialty, so the name alone does little work for a first-time reader. In practice, this sort of identity is memorable only once someone has already met the service or the person behind it. Against clearer branded companies, DAVID LEE RHODES is more personal but also more opaque, and the ceiling is set by whatever reputation sits behind the name.