Ever wonder how the naming pros do it? This week Catchword is spotlighting the first in its 8-part video series that takes you behind the curtain, and shares some of the secrets to creating great product and company names. Today’s 5-minute video features Catchword co-founder and executive creative director Maria Cypher, who explains a variety of the techniques brand naming specialists use as part of their creative process. (None of them involving cocktail napkins or Scrabble tiles.) Whether you’re a brand manager who routinely hires naming specialists or a start-up entrepreneur who’s gotta do the job on your own, we think you’ll find it enlightening.