ECHOLS BEN HARRIS

ECHOLS BEN HARRIS feels like a personal-name company, the kind often used by small practices, independent contractors, or family-run firms. By our assessment, its virtue is plainness: it sounds like a real person’s business, not a marketing invention. That same plainness is also the limit, because it tells a stranger almost nothing about the line of work. In practice it works best when the company already has a local reputation or a specific client base that knows what to expect. Against more descriptive names, it is quieter and less helpful at first glance, but also less effortful to keep standing. ECHOLS BEN HARRIS is the kind of label that depends on the work behind it rather than on the name doing the selling.