JOHN P. COEN

JOHN P. COEN has the feel of a personal company name, usually the sort that appears on a small office door rather than on a broad consumer brand. By our assessment, it is neat and plain, but the name itself gives no clue about the business line, so there is no concrete service to evaluate. That makes the upside very limited and the downside just as clear: the audience has to already know the context. In practice, it behaves like a label for recognition, not explanation. Against companies whose names describe what they sell, JOHN P. COEN sits at the bare-minimum end of informativeness.