About

With close to two decades of experience creating names—for over 500 clients—Catchword is a recognized leader in the field. Our value proposition is, simply put: the best names, delivered by the most experienced and responsive professionals.

What Sets Catchword Apart?

A Process That Works, Consistently
Naming isn’t for the faint of heart. Start with the fact that it’s personal and subjective. Throw in a ludicrous trademark and domain-name landscape. Add in a few linguistic hurdles. Oh and while we’re at it, sprinkle in multiple decision-makers. What you have is a set-up for disaster or, more likely, least-common-denominator creativity. Enter Catchword’s naming process, which we’ve been honing for almost two decades. How do we elicit the best naming feedback from clients? Who should be involved and when? How do we optimize a client budget for preliminary searches? Which countries are truly essential for linguistics screening? Whatever your issue, we’ve seen it before (probably a few hundred times) and have got you covered with a proven process.

Our Passion for Naming
We’re not the dabbling kind. We believe our success is the result of a singular focus on brand name development. Dedicate yourself to something and you can be the best at it, right? And lucky for us, we love what we do. From briefing to final name selection, we’re fascinated and inspired by the process of naming things. Our backgrounds in brand management, advertising, marketing, linguistics, law, and media are diverse (and pretty darned interesting) but have led us to the same passion for naming.

Quantitative Creativity
The challenge isn’t creating a few good names; it’s creating so many that there are still great options standing after legal, linguistics, and domain screening get in the way (and they will). Our secret weapon is Quantitative Creativity—developing a staggering array of memorable, on-message candidates. In a typical project, we create more than 2000 names and screen hundreds for preliminary availability. Call it overkill or OCD, but we think of it as standard operating procedure.

Breadth of Portfolio and Clientele
Our clients include titans like Intel, McDonald’s, Starbucks, Allstate, Johnson & Johnson, and Wells Fargo as well as startups, mid-sized companies, and nonprofits. Like our clients, our name styles and tonalities span the spectrum—from descriptive to abstract, playful to professional. We’d never be so diva as to say we only use real words for our names, or that we’d never deign to use the letter H. We are creatively agnostic—which actually means we’re more creative, not less. Our work is finely tuned to suit your business objectives, company culture, personal preferences, and legal and global realities. Take a look at our portfolio and clients and see for yourself.

How to Work with a Naming Company

Latest Name Review

Caavo

from www.caavo.com

Caavo is a device that unifies all the doodads plugged into your TV. It’s a home entertainment bundler, connecting your TV, DVR, videogames, streaming channels, laptop, yada yada yada.

I’m flipping through channels, trying to find a reason they named it Caavo, and the reception is pretty fuzzy.

At first I thought it could be a strange corruption of cavort. And then maybe a rearrangement of avoca from avocation or avocado.  In Latin, cavo comes from the root that means hollow, or to excavate. The latter is more plausible, but to me the product is much more concerned with ease and streamlining than discovery.

And then I was informed that in Italian, cavo means wire. That’s likely it. In essence, the Caavo channels all of your devices down the same wire.

Suffice it to say, they could have done better. Part of the allure of names derived from a romance language for English speakers is that they usually sound fancy. But in this case, the two As are unsightly and unwieldy, and do not suggest elegance.

Further, English doesn’t have a standard pronunciation for the rare double A; Aaron, aardvark, and naan all have slightly different vowel sounds. That means that English speakers won’t be confident in saying Caavo out loud.

And lastly, if indeed it does come from the Italian for “wire,” it certainly isn’t a root English speakers can recognize easily. Throwing an extra A into an Italian word that has no English crossover pretty much ensures that the origins of the word won’t be traced by English speakers.

It’s hard naming a startup. Naming can sometimes be the very last thing you want to focus on. And I know you want a cheap, exact .com domain name. And I know you want to sound cool. But please, take a little time and read our handy naming guide. There’s so, so much to be gained with a good name, I guarantee it is worth your while.

Grade: B-

English doesn’t have a standard pronunciation for the rare double A; Aaron, aardvark and naan all have slightly different vowel sounds. That means that English speakers won’t be confident in saying Caavo out loud.

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