JOHNNY M. JORDAN

JOHNNY M. JORDAN sounds like a small, personally branded company, and that usually means the name is doing identification work rather than sales work. By our assessment, that can be effective when the business depends on individual trust, professional reputation, or a narrow local audience. The downside is that it leaves the actual offer out of sight, so the name does not help a stranger place the company in a category. In practical terms it is the sort of label that travels with the owner, not a label that tells you what sits behind the door. It is decent as a name and poor as a clue, which keeps it in the middle of the pack.