Sorrels, Michael

Sorrels, Michael has the feel of a personal business name rather than a clearly branded company, and that makes it awkward to judge from the outside. By our assessment, it gives almost no clue about what line of work sits behind it, so the practical value of the name is limited to people who already know the person or firm in question. The upside is that it sounds direct and ordinary, with no gimmickry. The downside is the same thing: there is no visible product cue, no sector cue, and no immediate sign of scale or specialty. Compared with a named company that states its field, this is much more dependent on existing context. For outsiders it stays thin; for insiders, that plainness may be enough.