McPherson Gordon Ltd.

McPherson Gordon Ltd. looks like a small professional services firm that could be doing corporate, advisory, or general business work under a fairly formal name. By our assessment, that makes it hard to read as a distinct brand and easy to confuse with many other firms in the same lane. The upside of that kind of name is seriousness and flexibility; the downside is that it tells you almost nothing about a clear specialty. In practice, a company like this usually lives or dies on reputation and direct relationships rather than on a memorable public face. Compared with bigger, more visible consultancies or sector-specific firms, it sits in the background. It is the sort of company that matters more once someone is already dealing with it than before.