WARD, BRITTANY

WARD, BRITTANY has the feel of a name that could sit in a directory, on a form, or on a business listing without giving away much else. By our assessment, that makes it a very thin company name to judge from the outside. Its main virtue is plainness: nothing in it overpromises, but nothing in it explains the company either. In practice there is little texture to read, which is exactly what limits these bare-name companies. Against recognizable firms, it sits on the edge of anonymity, and that is useful only when the job is simply to identify a label rather than understand a business. It stays at the level of a name, and not a very revealing one.