About Mark Skoultchi

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So far has created 402 blog entries.

Beyond Description: In Praise of Suggestive Brand Naming

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As naming consultants we often distinguish between two common categories of brand naming, descriptive naming and suggestive naming. The first type of name makes it pretty clear what the product or company in question is all about. (Toys R Us,...
By |April 18th, 2014|Brand Naming, Catchword, Naming Tips|Comments Off on Beyond Description: In Praise of Suggestive Brand Naming

When Longer is Better: Using Phrases in Brand Naming

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When product or company naming, I can't tell you how many times a client will ask us for a brand name that's as short as possible. One or two syllables. Six letters or less. Whatever. And while occasionally there are...
By |April 1st, 2014|Catchword|Comments Off on When Longer is Better: Using Phrases in Brand Naming

Don’t Call It Hog’s Belly Lining

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A dish by any other name may taste as good (or bad), but when it comes to getting people to actually buy it and eat it—well that's where expert product naming comes in. And in the realm of food naming,...
By |February 18th, 2014|Catchword, Fun Stuff, Naming Tips|Comments Off on Don’t Call It Hog’s Belly Lining

Getting Creative with Drugs: The Orenitram Name Review

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Pharmaceutical naming is crazy hard. Just ask me: I've done it a few times, and it was enough to temporarily kill my enthusiasm for language. Between an insanely crowded space, the lengthy approval process, and FDA proscriptions and restrictions, it's...
By |January 30th, 2014|Name Reviews|3 Comments

Unlocking Technology Insights with Keysight: Agilent’s New Baby

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Today Agilent unveiled the name for the electronic measurement company it will spin off later this year, and it's one of ours: Keysight Technologies. Naming a company spinoff like this is always an interesting challenge for us. In addition to...
By |January 7th, 2014|In-the-News|1 Comment

Time for a Name Change? 5 Reasons for Corporate Rebranding

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Naming a new company is hard enough. Renaming it can be downright painful. (And expensive: the corporate rebranding of Andersen Consulting as Accenture, for example, cost an estimated $100 million.) So it's not a decision to be undertaken lightly. A...
By |November 15th, 2013|Brand Naming|Comments Off on Time for a Name Change? 5 Reasons for Corporate Rebranding

Great for Now: iPad Air Name Review

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Apple surprised the tech world today by naming its new tablet the iPad Air. This gutsy naming choice pulls from the company's established naming lexicon while emphasizing the product's main selling point: its thin and light design. However, there are some risks to...
By |October 22nd, 2013|In-the-News, Name Reviews, Product Naming|Comments Off on Great for Now: iPad Air Name Review

Breaking the Mold: The Apple Mavericks Name Review

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Cheetah, Puma, Jaguar, Panther, Tiger, Leopard, Snow Leopard, Lion, Mountain Lion ... It was only a matter of time before Apple would run out of fearsome cats to name successive versions of its OS X operating system. And then what?...
By |October 22nd, 2013|Name Reviews|Comments Off on Breaking the Mold: The Apple Mavericks Name Review

Rename Pizza Hut’s Cheeseburger-Stuffed Crust: A PopNamer.com Name Game

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The fast food industry always has some crazy promotion going on, some way of grabbing eyeballs, luring taste buds, and hopefully wallets into their doors. Yes, you might call these gimmicks, cheap tricks at turning profits, but behold the success...
By |October 16th, 2013|Fun Stuff|Comments Off on Rename Pizza Hut’s Cheeseburger-Stuffed Crust: A PopNamer.com Name Game

Is Your Startup Named Right?

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Serial entrepreneur Mike Rauta took eight years to figure out an appropriate name for his last startup, an after-school tutoring service. He started with Foundations for Education. A couple of years later, that name was shortened to a combination of...
By |October 14th, 2013|Catchword in the News|Comments Off on Is Your Startup Named Right?