The Morrow Group

The Morrow Group sounds like a generic services or consulting brand, the sort of company name that could sit over several different businesses without telling you much on its own. By our assessment, the main problem is not that it is weak at one thing, but that the name is too broad to say what that thing is. In practice, that means a potential customer has to do more work before they know whether it is real estate, management, or something else entirely. The upside of this kind of name is that it feels formal and stable; the downside is that it stays vague until the company’s actual work appears. Compared with a sharply named local service, it gives less immediate guidance. The Morrow Group is the kind of name that depends on the business behind it, not the other way around.