MCCASKILL SUE ELLEN

MCCASKILL SUE ELLEN is another bare company name that gives away almost nothing about what it does, and that austerity is the whole story here. By our assessment, the only solid thing to say is that it reads like a personal-name business entry, not a consumer-facing brand with an obvious offer. The upside of that kind of name is that it can fit a local or specialist operation without trying to sound bigger than it is. The downside is equally plain: there is no clear cue for customers, and no checked fact to show a distinct service or product. In practice it is the sort of company people notice only when they already have a reason to look it up. It sits in the long middle ground of obscure business names, where the main problem is not bad reputation but lack of public shape.