Lynx Mackenzie, Inc.

Lynx Mackenzie, Inc. has the feel of a personal-name company, the sort that could be anything from a consultancy to a small investment shop. By our assessment, that makes it sound established without actually telling a reader what line of work it is in, which is a real problem if you need to judge fit quickly. The strength of names like this is that they can cover a lot of ground; the weakness is that they hide the ground just as well. In practice, the name gives almost no texture: no clue about products, no clear service category, no obvious customer. As a result, Lynx Mackenzie, Inc. sits in the broad field of firms that may be serious but are hard to read from the outside, and the ceiling is set by how much actual public information exists beyond the letterhead.