JOHN S. KENNEDY

JOHN S. KENNEDY looks like a firm named for a person, which usually points to a private, name-on-the-door kind of business rather than a broad consumer brand. By our assessment, that kind of company is often strongest when the work is specialised and the relationship matters more than the logo. The weakness is obvious too: without a known product line or public reputation, there is little concrete to separate it from any other small practice with a person’s name on it. In use, that means the real story is probably in the service itself, not in the name. JOHN S. KENNEDY sits in the most opaque corner of the company world, where the label is clearer than the evidence.