WHITNEY JONATHAN

WHITNEY JONATHAN has the look of a one-person company or professional identity, not a big branded outfit, and that matters more than any polish the name might suggest. By our assessment, the strength of that kind of setup is personal accountability: a client is likely dealing with the named person, not a layer of departments. The limitation is equally clear, because the name gives no clue about the field, the product, or the size of the operation. It sits in the same territory as other personal-name firms, where the real substance comes from the work behind the label, not from the label itself.