KENT D. SWEAT

KENT D. SWEAT is another name-driven company entry, and the main thing it communicates is how little it communicates beyond the label itself. By our assessment, that makes it poor at the most basic job a business name usually does: hinting at the field before you open a filing or profile. Compared with a real retail or service brand, it gives no clue about products, clients, or even the broad kind of work involved. In practice the entry is neat but skeletal, easy to record and hard to read. The upside is that it stays simple and unadorned; the downside is that the simplicity never turns into meaning. KENT D. SWEAT remains a name, not a description of business.