NISBETT, MELVIN

NISBETT, MELVIN is the sort of company name that reads like a person’s name first and a business second, so it feels more like a private entry than a public-facing brand. By our assessment, that makes it impossible to judge on the usual things people care about, such as product range, service style, or whether it has a clear niche. The honest downside is the thinness of the record: there is no visible substance to test against. In practice the name is useful for identification, not for telling a buyer or client what the firm actually does, and that is where its limit sits.