PURNESS, TIFFANY

PURNESS, TIFFANY looks like a personal-named company, the sort that usually belongs to a consultant, agent, lawyer, coach, or small service practice. By our assessment, its strength is clarity of ownership: the name itself suggests one accountable person rather than a large anonymous outfit. The trade-off is that it tells outsiders almost nothing about the actual work, so the business has to do that explaining elsewhere. In use, that means people meet a name that feels individual and professional, but still have to ask what exactly is being sold. Compared with a branded firm name, it is more personal and less descriptive, and that can help in relationship work while staying opaque to everyone else.