John Scott McCoy Jr.

John Scott McCoy Jr. looks less like a brand and more like a person’s name turned into a company label, which usually points to a small professional practice or a closely held business. By our assessment, the virtue of that kind of name is straightforwardness: it suggests direct responsibility and a business that may be built around one identifiable operator. The limit is just as real, because the label itself gives no clue about the product, service, or size. In practice there is almost nothing to read here except the fact that it is personal and probably narrow in scope. John Scott McCoy Jr. is the sort of company name that leaves the real substance hidden behind the door.