HENRY PORTER

HENRY PORTER has the feel of a conventional company name that likely comes from a person’s name, so it works as a plain identifier before it works as a brand. By our assessment, that makes it easy to treat seriously, but hard to judge for any concrete public offering. The gain is clean, professional naming; the cost is that the name itself gives away almost no detail about the business behind it. In practice, it is the sort of label you notice only after someone already tells you what field the company is in. Against businesses with a distinctive product name or a clearer public profile, HENRY PORTER is much less informative. It stays at the level of a formal business signature, which is useful, but not very revealing.