GARY G. KELLY

GARY G. KELLY looks like the sort of company name used when a business is built around a single person or a small professional practice. By our assessment, that makes it better for a narrow, relationship-based line of work than for a polished consumer brand. The upside is clarity of ownership and a straightforward name that is easy to remember; the downside is that it says nothing about the actual service on offer. In practice, the label is more revealing of style than of substance. It sits in the ordinary middle of company naming: not flashy, not informative, and only useful once the surrounding business details are known.