WOLFF, MICHAEL W.

WOLFF, MICHAEL W. gives very little away on the surface, which is exactly the issue: it reads like a personal name attached to a company filing, not a business with an obvious line of work. By our assessment, that makes it impossible to praise for a clear service or product identity. The good part is the plainness; the bad part is that plainness stops before it becomes informative. In use, a name like this depends entirely on outside context, because the listing itself does not show what kind of customer would seek it out. It sits well below a named specialist or a recognizable retail brand, simply because there is no visible business story here.