Totally Cool, Inc.

Totally Cool, Inc. is a name that could sit on almost any cooling, food, or beverage business, and that is part of the problem. By our assessment, it feels like a placeholder for a company rather than a company with a public identity you can pin down. The upside of that plainness is that it sounds direct and easy to remember; the downside is that it tells you almost nothing about what the firm actually does. In use, names like this make you work harder to learn the real line of business, which is fine for internal paperwork and weak for public recognition. It sits far below a household name and above a random shell only in how ordinary it sounds. As a card, it ends up limited by the lack of concrete public substance behind the label.