ETECH

ETECH is a bare, generic tech-style company name, so it could point to anything from services to hardware to software. By our assessment, that makes it easy to remember but hard to read as a promise; the name carries little more than a modern sound. The downside is that it tells you almost nothing about the actual business, which is a real problem when you are trying to separate one tech outfit from the next. In practice it feels like a placeholder that needs the rest of the brand to do all the work. It sits well enough among small technology firms, but it does not yet say what kind of tech firm it wants to be.